Lifestyle politics express the politicization of everyday life and have emerged in opposition to the discourse, generally reproduced by the media, that consumption is essential to achieve a happy and satisfactory life. This paper investigates one of these lifestyles: minimalism. The adopters of this lifestyle believe that by avoiding overconsumption, they are adhering to conscious consumption and challenging the so‐called consumer society. Nevertheless, the development path for minimalists remains unclear. Through this multi‐method study, we seek to discover how a consumer becomes a minimalist. We targeted self‐proclaimed minimalists and members of Facebook communities related to this lifestyle politics. The findings led us to propose a visual representation of a non‐linear minimalist process, composed by overlapped stages, in which consumers choose to engage. By showing the component parts of minimalism, we indicate a new way to approach the topic. We also contributed to outline how consumers forge their identities through de‐growth in consumption practices and unveiled tensions behind minimalism lifestyle. We concluded by proposing venues for future research.

Análise dos fatores que influenciam a decisão de compra dos clientes de uma rede de farmácias da cidade de Pato Branco, Paraná.