Distinguishing frugality from constrained, minimalist and green consumption

Purpose We present a framework for refining the conceptual and operational definition of frugal consumption to better delineate the construct from related consumer patterns, including constrained, minimalist and green consumption. Design/methodology/approach In this conceptual article, we undertake a review of the literature on forms of restrained consumption and use the results of our studies on frugality to pose new definitional criteria. Findings Current conceptualizations of frugality are overly vague, leading to theoretical and empirical gaps in our understanding of how frugal consumption differs from other consumer patterns. We identified the three most critical shortcomings in commonly used definitions of frugality as a lack of specificity regarding the role of personal purchasing power (i.e. actual ability to engage in consumption), the common (and distinguishing) goals associated with frugality and the motivations underlying frugal consumption. Practical implications Our approach will greatly strengthen empirical work on frugality, heightening the discriminant and predictive validity of work in this domain. This is of great practical importance to academic and applied work aimed at understanding or encouraging reduced consumption. Social implications Given the importance of reduced consumption to mitigating environmental crises, improved understanding of frugality, including barriers to its adoption, and applications of this knowledge to social interventions are of great social value. Originality/value We present a novel definitional framework for frugality that accounts for previously underexamined, but essential, aspects of this construct. Our framework simultaneously offers a pathway to strengthen the study of frugality and addresses longstanding calls for increased frugality research.