مینیمالیسم به‌مثابه پارادوکس مصرف: کاهش تظاهر یا تظاهر به سادگی ؟

نوع مقاله : علمی - پژوهشی

نویسندگان

1 موسسه عالی آموزش و پژوهش مدیریت و برنامه‌ریزی

2 موسسه عالی آموزش و پژوهش برنامه ریزی

چکیده

اهداف: این پژوهش با هدف تحلیل رویکرد مینیمالیسم و تحلیل ابعاد آن در شکل گیری هویت مصرف کننده انجام شده است. در ادبیات موجود، اگرچه مینیمالیسم به عنوان واکنشی به مصرف گرایی افراطی مطرح شده، اما ابعاد روانشناختی و هویتی این رویکرد و چگونگی تأثیر آن بر بازتعریف مفهوم «مصرف تظاهری» همچنان مورد بحث است. این پژوهش با هدف ارائه تحلیلی از رابطه میان مینیمالیسم، مصرف تظاهری و هویت مصرف کننده انجام شده است.
روش پژوهش: برای مطالعه این پدیده در بستر فرهنگی و اجتماعی ایران، داده‌های ۴۴۱ فرد آشنا با سبک زندگی مینیمالیستی به روش پیمایش مطالعه و تحلیل شد. سه بعد کلیدی «سادگی داوطلبانه»، «مصرف مسئولانه» و «خرید محتاطانه» به‌طور معناداری رفتار مصرف تظاهری را پیش‌بینی می‌کنند.
یافته‌ها: یافته‌های این پژوهش نشان داد که سادگی داوطلبانه، خرید محتاطانه و مصرف مسئولانه   بر مصرف تظاهری اثر می‌گذارند. همچنین تحلیل نقش متغیرهای تعدیل‌گر نشان داد که استقلال‌طلبی تنها در رابطه با مصرف مسئولانه به‌صورت معنادار ظاهر می‌شود و انگیزه نمایشی آن را تقویت می‌کند، در حالی که برای سادگی داوطلبانه و خرید محتاطانه، بیشتر به‌عنوان یک انتخاب فردی باقی می‌ماند .
نتیجه‌گیری: نتایج نشان می دهد که مینیمالیسم در بستر فرهنگی ایران به طور کامل به معنای نفی تظاهر نیست، بلکه نوعی بازتعریف تظاهر در قالب سادگی و عقلانیت مصرفی است. به بیان دیگر، در حالی که مینیمالیسم در ادبیات نظری جهانی بیشتر به عنوان جنبشی ضدمصرف گرایی و مبتنی بر درونگرایی مطرح است، در ایران سادگی خود به نمادی از آگاهی، تمایز اجتماعی و حتی منزلت فرهنگی تبدیل شده است. بنابر این اگرچه حامیان مینیمالیسم در ظاهر در پی کاهش نمایش مادی گرایی اند، اما در عمل، از سادگی به عنوان ابزاری برای نمایش آگاهی، مسئولیت اجتماعی و هوشمندی اقتصادی خود استفاده می کنند. در نهایت می توان گفت گرایش به این رویکرد نه نفی مطلق نمایشگری است و نه صرفاً بازتولید مصرف گرایی، بلکه تلاشی برای ایجاد توازن میان تمایل به دیده شدن و نیاز به معنا در بستر اجتماعی معاصر ایران است

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Minimalism as a Consumption Paradox: Diminishing Display or Displaying Simplicity?

نویسندگان [English]

  • Mehdi Khademi Gerashi 1
  • Hosein Hajivand 2
1 institute for management and planning studies
2 IMPS
چکیده [English]

Objectives: This study aims to analyze the minimalist approach and elucidate its influential dimensions on conspicuous consumption and the formation of consumer identity. Although minimalism has been introduced in the existing literature as a reaction to excessive consumerism, its psychological and identity-related dimensions and the ways in which it reshapes the concept of conspicuous consumption have not yet been examined comprehensively and systematically. This research was designed to address this knowledge gap and to provide an integrated analysis of the relationship between minimalism, conspicuous consumption, and consumer identity
Methods: To investigate this phenomenon within the cultural and social context of Iran, data from 441 individuals familiar with a minimalist lifestyle were collected and analyzed using a survey method. Three key dimensions (voluntary simplicity, responsible consumption, and cautious purchasing) significantly predict conspicuous consumption behavior. Moreover, the autonomy-seeking component demonstrates a positive moderating effect in relation to responsible consumption, indicating the emergence of identity-driven and social dimensions in minimalist choices.
Findings: Based on the conceptual model, five hypotheses were examined. The results indicate that autonomy-seeking and social connectedness do not exert significant moderating effects on the relationship between the minimalist approach and conspicuous consumption. The findings reveal that minimalism in Iran does not fully negate display or self-presentation; rather, it represents a redefinition of display behavior within the framework of simplicity and rational consumption. In other words, while minimalism is widely portrayed in global theoretical literature as an anti-consumerist and introspective movement, its meaning in the Iranian context differs.
Conclusion: The findings of this study suggest that simplicity has become a symbol of awareness, social distinction, and even cultural status in Iran. Therefore, although minimalists ostensibly seek to reduce materialistic display, in practice they employ simplicity as a means to express awareness, social responsibility, and economic intelligence. This implies that minimalism in Iran represents a reconfigured form of display situated within ethical, cultural, and rational boundaries. Consequently, the research gap is addressed by demonstrating that minimalism is neither a complete rejection of self-presentation nor merely a reproduction of consumerism; instead, it constitutes an effort to balance the desire for visibility with the need for meaning within the contemporary Iranian social context.

کلیدواژه‌ها [English]

  • Independence
  • Minimalism
  • Minimalism approach
  • Pretentious consumption
  • Social Connections

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چشم انداز مدیریت بازرگانی
دوره 24، شماره 63
مهر 1404
صفحه 116-149

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