Psychological Well-Being in Pursuit of Prosocial Behavior of Voluntary Simplifiers in a Collectivist Society: Understanding the Role of Consumer Disposition Behavior

The purpose of the current study was to investigate the disposition behavior of voluntary simplifiers and outcomeof this consumption behavior specific to consumer psychological well-being. This paper examines the attitude ofvoluntary simplifiers by understanding their altruistic and non-altruistic disposition behaviors in a collectivistsociety of Pakistan which is an emerging and developing economy of South Asia. This cross-sectional study hasbeen conducted by collecting primary data from 234 respondents using structured questionnaires thoughpurposive convenience sampling in sustainable products industry. The structured equation modeling was appliedas a data analysis technique using AMOS. The results revealed that sense of self-sufficiency in voluntarysimplifiers have a significant impact on disposition behaviors. Voluntary simplifiers adopt different methods ofdisposition to avoid accumulation of goods. The results have also established the role of collectivist culturepositively moderating the relationship between the simplicity attitude and disposition behavior.