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

Abstract

Purpose: Minimalism, as a conscious critique of excessive consumerism, encourages individuals to shed unnecessary possessions and refocus on life’s essential values. This study seeks to systematically explore how minimalism influences conspicuous consumption and shapes consumer identity.

Method: The research was conducted in Iran, targeting adults over 18 who are familiar with the minimalist lifestyle. Participants were selected through random sampling. Data were collected via a self-designed questionnaire comprising demographic details and variables relevant to the study. Core constructs included voluntary simplicity, responsible consumption, cautious purchasing, conspicuous consumption, independence seeking, and the formation of social connections. These constructs were defined in line with existing literature and measured using multiple items.

Findings: The analysis revealed that the three central dimensions of minimalism — voluntary simplicity, responsible consumption, and cautious purchasing — exert a significant and positive influence on conspicuous consumption. These findings indicate that, within this paradigm, consumption is redefined: responsibility, economic rationality, and social awareness become markers of distinction and expressions of an ethical identity. Conversely, the influence of individual and social factors such as independence seeking and social connections appears to be limited and selective.

Originality/value: Minimalism does not eradicate conspicuous consumption; rather, it transforms its meaning, reproducing it in cultural and identity terms. Elements such as simplicity and responsible consumption thus redefine not only a lifestyle but also the patterns of distinction and consumption for the contemporary individual.

Keywords: independence, minimalism, minimalism approach, pretentious consumption, new communication, obvious consumption

Fundings: There is no funding support

Conflict of Interest: Authors declared no conflict of interest

in extreme consumerism. People’s social and personal value is increasingly judged by the amount of goods they own and display. This trend not only increases financial and psychological pressures but also encourages a performative consumer identity, where owning more is equated with success and happiness. In response to this, minimalism has emerged as a lifestyle approach that encourages individuals to reduce unnecessary possessions, focus on what truly matters, and pursue inner peace and life satisfaction.



While research has explored the aesthetic and lifestyle aspects of minimalism, understanding its broader social and psychological effects remains limited. Specifically, little is known about how minimalism affects conspicuous consumption and how it reshapes consumer identity. Consumer events like Black Friday and slogans such as “buy and discard” continuously link happiness and well-being to increased purchasing, often causing financial stress and environmental harm. Minimalism challenges this cycle by promoting responsible consumption, personal growth, and attention to meaningful experiences rather than material accumulation.



The trend of minimalism has grown steadily since the early 21st century. The COVID-19 pandemic further accelerated this movement, as economic and social disruptions encouraged people to prioritize needs over wants and voluntarily reduce their possessions. Data from Google Trends show that searches for “minimalism” have tripled in recent years, reflecting growing interest. Despite this, scientific literature on minimalism remains fragmented and largely exploratory, focusing mainly on aesthetic and design aspects rather than behavioral outcomes.



Individual factors such as religiosity, education level, and self-control influence the adoption of minimalistic habits. Situational factors, including product organization, ethical messaging, and the perceived durability of products, also play a role. Concepts like “purposeful limitation” or “minimal luxury” indicate that even affluent consumers consciously limit consumption to create a distinct identity. Scholars argue that companies must understand these consumer goals and identities beyond functional product features to engage effectively with this group.

Historically, minimalism originated in mid-20th-century art and architecture, emphasizing simplicity and functionality. Over time, it spread into design, fashion, and lifestyle practices, evolving into a voluntary approach to reduce possessions and focus on essentials. By eliminating excess, concentrating on what is most important, and prioritizing quality over quantity, minimalism has been associated with higher life satisfaction, inner freedom, and well-being. It also offers a new perspective on conspicuous consumption, demonstrating that even in a world where goods have symbolic and social capital, consumers can intentionally resist excessive acquisition.



Overall, minimalism represents a cultural and behavioral shift that redefines consumption, challenges materialistic norms, and promotes a focus on meaning, personal growth, and sustainable living.

Keywords: independence, minimalism, minimalism approach, pretentious consumption, new communication, obvious consumption

Fundings: There is no funding support

Conflict of Interest: Authors declared no conflict of interest