LATEST PSYCHOLOGY

Abstract With the burgeoning of consumer culture and materialism on a global scale, a counter‐culture movement, namely, voluntary simplicity, is slowly gaining currency. Extant research reveals a degree of disparateness in the relationship between materialism and voluntary simplicity. Drawing on the value‐basis theory and anti‐consumption research, the current study attempts at an unorthodox study of the fledgling culture of anti‐consumption in urban India. The paper empirically examines the...

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