From consumerism to contentment! The role of minimalism in promoting well-being: a moderated mediation approach

Current consumption behaviours have resulted in environmental deterioration, which endangers the underlying processes that underpin our future development and existence. There is a need to adopt new consumption habit is that are environmentally friendly and have a positive impact on consumers. As a result, the current study has proposed a framework to examine the impact of minimalism on consumer well-being using survey data from a representative Indian population. It also tests the mediating role of satisfaction and happiness and mediated moderated role of environmental knowledge. The SMARTPLS results show a favourable association between minimalism and well-being. The study supports the mediation of satisfaction and happiness in the aforementioned relationship. Marketers can capitalise on the growing trend of minimalism and it is link to well-being to attract new segments of consumers wanting a more balanced and intentional existence. This expanding customer demographic is increasingly drawn to brands that value quality over quantity, sustainability, and transparency.