Journal of Retailing and Consumer Services 73 (2023) 103333

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Journal of Retailing and Consumer Services

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Impact of minimalist practices on consumer happiness and financial

well-being
Faiza Malik, Muhammad Ishtiaq Ishaq *
Quaid-i-Azam School of Management Sciences, Quaid-i-Azam University Islamabad, Pakistan

A R T I C L E I N F O A B S T R A C T

Keywords: This study assesses the relationship between minimalism, financial well-being, and happiness. The role of age
Minimalism and spirituality and their impact on minimalism, happiness, and financial well-being is also investigated. The
Happiness upward spiral theory of change posits that making positive lifestyle changes can bring about happiness and well-
Financial wellbeing
being and has been used as a theoretical framework. Data is conveniently collected from 343 Pakistani con­
Spirituality
Sustainable consumption
sumers using survey questionnaires and analyzed in SPSS and M Plus software. Results indicate that minimalism
directly affects financial well-being, spirituality, and happiness. Similarly, financial well-being also has a direct
positive impact on happiness. Minimalism has been found to indirectly effects happiness via financial well-being.
Interestingly, age and spirituality have weakened the relationship between minimalism and happiness. In
contrast, the role of age as a moderator between minimalism and spirituality is insignificant. This paper provides
exciting insights into the relatively new concept of minimalism and its consequences.

1. Introduction prosperity, admiring those who enjoy extravagant lifestyles (Burroughs

et al., 2013). However, this excessive wealth and opulence have
Materialism is synonymous with excessive consumption, affluence, adversely affected happiness and contentment (Ahuvia, 2008). A recent
and an unquenchable thirst for acquisition (Shafqat et al., 2023). Today, survey in the U.S. reports a deterioration in the quality of family life,
there are more vehicles owned per person, a heightened trend of eating happiness, and marital satisfaction (Chabot, 2020). Studies also
out, and various restaurants, superstores, and malls selling a plethora of demonstrate a strong linkage between materialism and a lack of concern
products to meet the ever-increasing demand of consumers (Cohen and about the environment (Hurst et al., 2013; Evers et al., 2018; Tsarenko
Babey, 2012; Pine and Gilmore, 2011; Pine et al., 1999). A closer look et al., 2013), a rise in debt (Garðarsdóttir & Dittmar, 2012), and most
reveals that the human population has been divided into more or less importantly, especially in the context of this paper, a decline in the
two distinct groups, with the rich becoming even more affluent and the levels of personal wellbeing (Dittmar et al., 2014). Minimalism, as
poor becoming impoverished (Kasser, 2002). Today’s opposed to materialism, promotes adopting a more spartan lifestyle
consumerism-driven world believes that people would be happier and based on reducing material acquisitions (Kang et al., 2021). It can be
command more respect in society if they were prosperous and had interpreted as a way of life that enhances personal well-being and sus­
worldly possessions (Kahneman and Deaton, 2010). The media portrays tainable consumption practices (Lloyd and Pennington, 2020a; Ishaq
them as more admired, happy and prosperous (Dittmar, 2007). But has et al., 2021; Fischer et al., 2021; Peluso et al., 2021), paving the way for
this materialism been a source of happiness and contentment or a cause happiness and wellbeing (Alexander and Ussher, 2012). Supporters of
for increased anxiety and dissatisfaction? minimalist practices assert that this lifestyle provides a getaway from
Although it is hard to quantify and measure happiness, the literature consumerist culture, decreases financial stress, reduces clutter, and
indicates that we are no more contented than we were in the past, when brings harmony to life.
life was much simpler (DeAngelis, 2004). Marketing researchers have Although the minimalist movement has garnered considerable
long been intrigued by the notion of materialism and have linked it to attention in recent years, much needs to be done to understand the
numerous societal and emotional perils (Shrum et al., 2014). Today, we drivers of minimalism, its consequences, and its impact (Lloyd and
mostly judge success and accomplishments in material wealth and Pennington, 2020a; Wilson and Bellezza, 2022). Prior literature

* Corresponding author.
E-mail addresses: faiza.spcnust@gmail.com (F. Malik), ishaq.muhammadishtiaq@gmail.com, mishtiaq@qau.edu.pk (M.I. Ishaq).

https://doi.org/10.1016/j.jretconser.2023.103333
Received 22 September 2022; Received in revised form 14 January 2023; Accepted 13 March 2023
Available online 21 March 2023
0969-6989/© 2023 Elsevier Ltd. All rights reserved.
F. Malik and M.I. Ishaq Journal of Retailing and Consumer Services 73 (2023) 103333

indicates that minimalism signifies different meanings to different and health sciences, it has been used as an explanatory framework by
people. For some people, adopting a minimalist lifestyle leads to spiri­ several management researchers where it is known to explain how fac­
tual and personal growth, reduced stress, and improved financial health tors such as spirituality in the workplace are responsible for creating an
(Hausen, 2019). This lifestyle leads to a more purposeful and happy life environment that leads to satisfaction and positive outcomes (Fourie,
(Kang et al., 2021). And for some, the stage of life also helps set their 2014; Tsarenko et al., 2013; D’Souza, 2022). Upward spirals have been
priorities of what is actually needed in life to be happy, inspiring people defined as a “mutually reinforcing change that creates or regenerates
towards simplification (Anguiano, 2020). Most of the research on the something of value” (Doty, n.d). In brief, this theory helps explain how
minimalism concept has focused on environmental concerns as to its positive lifestyle changes, when practiced consistently and over time,
vital driver, often downplaying or ignoring its age-related, emotional, build people’s consciousness and add to their overall well-being.
and spiritual aspects (Tsarenko et al., 2013; McDonald et al., 2006;
Pravet and Holmlund, 2018; Peluso et al., 2021; Yin et al., 2022). 2.2. Minimalism
Though these aspects have a significant bearing on the adoption of
minimalist lifestyles and hence require further exploration (Elgin, 1981; As Leonardo da Vinci stated. “simplicity is the ultimate sophisticat­
Huneke, 2005). The literature includes several definitions of mini­ ion” (Glasgow, 2014). Minimalism emerged as a design concept that
malism that could take multiple forms and have different outcomes, revolutionized architecture, fashion, and advertising in the
such as freedom and happiness (Shafqat et al., 2023). But, these results mid-twentieth century (Pracejus et al., 2006). The famous song “Ima­
have no empirical validation on the impact of minimalism on well-being gine” by John Lennon urged everyone to “imagine no possessions” in a
and consumer happiness. Also, the studies exploring the linkage be­ relatively simple and empty room. Steve Jobs revolutionized technology
tween spirituality and minimalism are indeed scant (Bahl et al., 2016). design by introducing gadgets with a simplistic yet sophisticated appeal
The impact of minimalism, especially its effect on financial well-being (Isaacson, 2012). Minimalism reflects in numerous consumption choices
and happiness, also requires more profound research and understand­ such as sparse home design, smaller abodes, decluttering, etc. (Wilson
ing (Hausen, 2019). Also, there is a dearth of research on minimalism in and Bellezza, 2022). Media and T.V. personalities, such as Marie Kon­
the eastern and developing economies where minimalism may be do’s KonMari method, are designed to help consumers become mini­
adopted due to spiritual orientations and as a means to attain better malistic (Davies, 2021).
financial well-being and satisfaction (Lloyd and Pennington, 2020a). Minimalism calls for re-evaluating life priorities, moving away from
Considering the above arguments, the objective of this study is to the accumulation of goods, and deriving satisfaction from relationships
present a theoretical framework encapsulating the relationships be­ and activities that bring more substance to life (Matte et al., 2021). To
tween minimalism, financial well-being, happiness, age, and spiritual­ understand minimalism, it is vital to be cognizant of voluntary simplicity
ity. As per the discussion in the preceding para, minimalism has been (VS) first, a concept preceding minimalism. Duane Elgin introduces the
envisioned as a lifestyle rooted in spirituality and aiming to enhance concept of VS and explains it as the contemporary simplicity movements
personal well-being and contentment (Kang et al., 2021). To achieve that fueled the anti-consumerist and environmental views of the 1990s
these objectives, the direct impact of spirituality on minimalism (Alexander and Ussher, 2012; Cherrier, 2007; McGouran and Prothero,
happiness was investigated. Also, the mediating effect of financial 2016; Lee et al., 2020). VS denotes the choice to live a consumption-free
well-being was determined between minimalism and happiness. Lastly, and straightforward lifestyle. People adopting VS do so of their own free
the moderation of spirituality and age was examined in the relationship will and seek sources of satisfaction other than material acquisitions
between minimalism and financial well-being. (Etzioni, 1999; Kuanr et al., 2022).
By doing so, this study adds significant contributions to the existing Kala et al. (2017) found that the preference to opt for a simple life­
literature. First, it utilizes the upward spiral theory of change to form style may also lie in people’s dissatisfaction with the notion that the only
and quantitatively test a theoretical model connecting minimalism with way to become happier is to accumulate more. VS represents a broad
financial well-being and happiness. Second, this study empirically ex­ term for lifestyles that reject high consumption (Alexander, 2011).
amines the effect of age and spirituality on minimalist behaviors in “Voluntary” means a deliberate choice based on the understanding that
developing countries like Pakistan, where spiritual orientations play an society has finite resources, and “Simplicity” implies a reduction in
active role in determining lifestyle choices and various lifecycle stages. unnecessary consumption. Thus, proponents of VS advocate adopting a
In addition to making a literary contribution, this research aims to assist lifestyle that minimizes consumption, prefers to consume sustainably,
policymakers and marketing practitioners in understanding the rela­ and embraces a subtle form of living (Vannini and Taggart, 2013; Yin
tively new concept of minimalism and how it affects consumers’ buying et al., 2022). Ballantine and Creery (2010) posit that VS means reducing
behaviors wherein they forgo investment in material belongings to material consumption to seek satisfaction from non-material aspects of
enhance personal well-being and happiness. life. Minimalism is therefore rooted in VS lifestyles.
Hausen (2019) describes minimalism as a way of life that closely
2. Review of literature resembles VS; however, it differs because minimalists seek to reduce
consumption to derive meaning from non-material things and not due to
2.1. Theoretical background environmental or socio-political concerns (Kraisornsuthasinee and
Swierczek, 2018). For some consumers, adopting a minimalist lifestyle
It is crucial to understand minimalism because it provides insight often comes out as a by-product of strong ethical and ecological con­
into consumer behavior and can contribute to well-being and happiness cerns (Martin-Woodhead, 2021); however, such choices need not be
(Singh & Mehra). As per the Upward Spiral Theory of Change, positive confused with minimalism (Błoński and Witek, 2019) because mini­
lifestyle changes can be a source of happiness and well-being (Anderson malists deliberately reduce consumption as a result of specific personal
and Heyne, 2016). The upward spiral theory of lifestyle change provides choice.
a backdrop for understanding how positive steps like minimizing con­ Ethical consumption refers to purchasing products based on ethical
sumption can help attain a positive outlook on life (Kang et al., 2021; concerns such as human rights, labor issues, animal well-being, etc.
Das et al., 2022). If empirical evidence links the adoption of minimalist (Doane, 2001; Haj-Salem et al., 2022). Sustainable consumption is pri­
practices with feelings of happiness and welfare, these findings will help marily driven by the belief to meet basic human needs without the
strengthen the case for embracing minimalism as a sustainable way of relentless pursuit of ‘wants’ and luxuries, shunning material standards of
life and as a source of spiritual and personal well-being (Barbara L living, curtailing resource use, waste, and pollution with a high concern
Fredrickson and Joiner, 2018; Peluso et al., 2021). for future generations (Yin et al., 2022; Peluso et al., 2021; Di Giulio and
Although this theory was initially applied to the fields of medicine Fuchs, 2014; Fien et al., 2008; Su et al., 2022). On the other hand, ethical

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F. Malik and M.I. Ishaq Journal of Retailing and Consumer Services 73 (2023) 103333

consumption refers to consumers’ preference for purchasing for the future to have a cushion against any unanticipated event.
eco-friendly products not only because they have a better impact on Brüggen et al. (2017)view financial well-being as maintaining a good
health but also because they help preserve the environment for future standard of living and having enough financial freedom. Hence, the
generations (Fraj and Martinez, 2007; Benvenuti et al., 2016). Some second dimension of financial well-being has a future orientation and
forms of ethical consumption aim to reduce environmental footprint, relates to adequate financial security. Financial well-being positively
such as buying eco-friendly products, legally sourced wood, abolishing influences happiness (Brüggen et al., 2017; Japutra et al., 2022),
animal testing, etc., while others focus on preserving human rights and whereas financial inadequacy and inability to meet debt obligations
promoting fair-trade practices (De Pelsmacker et al., 2005; Ishaq et al., have induced stress and anxiety (Buckland and Nur, 2021; Dunn and
2021). Mirzaie, 2012).
Wilson and Bellezza (2022) classify three aspects of consumer
minimalism; Number of Possessions which implies the total amount of 2.4. Happiness
possessions a person holds. The essence of minimalism is to own a few
things, and proponents of minimalism frequently enforce the idea of Happiness can be defined as a positive emotional and mental state in
eliminating possessions via various social media platforms and lectures. its straightforward form and frequently describe subjective well-being
Minimalists encourage followers to deliberately dispose of a certain (Diener et al., 2003). As a construct, happiness has been defined in
quantity of possessions over a specific period. The second dimension, numerous ways, such as; the sum of all momentary pleasures, maxi­
Sparse Aesthetic, denotes a sparse and clean-lined aesthetic inclination. mizing pleasures to gain satisfaction, detachment from emotional life, or
Usually, minimalism is synonymous with simple design concepts, exercising a virtuous life (Vittersø, 2013). In social sciences, happiness
limited ornamentation, and monochromatic colors. Numerous re­ defines as leading a joyful and contented life (Kahneman et al., 1999;
searchers have found the minimalist design closely aligned with little Agarwal et al., 2022), whereas subjective well-being includes happiness,
decoration and open space (Meyer 2000; Pracejus et al., 2006). The third life satisfaction, and positive affect.
dimension, Mindfully Curated Consumption, refers to an essential aspect of Many people adopt minimalism because they reject the notion that
minimalists. They are very particular about what to choose and keep and material wealth determines the quality of life (Kala et al., 2017). Such a
carefully select and organize their possessions. Therefore, minimalism realization is accompanied by dissatisfaction and unhappiness for
implies carefully and deliberately selecting goods (Mathras and Hayes, amassing worldly possessions; hence, these individuals lessen their
2019). consumption to achieve self-improvement (Rodriguez, 2018). Anderson
Despite of significance and dominance of minimalism and its related and Heyne (2016, p. 124) posited that such positive changes bring
concepts, such as anti-consumption and VS among individuals, their well-being and satisfaction. This argument underscores the importance
relationships with consumption behavior are not established systemat­ of small but consistent positive changes, like minimalization (Kang
ically in the academic literature (Shafqat et al., 2023). Minimalism is et al., 2021), that leads to happiness and fulfillment.
usually considered an aesthetic viewpoint, such as reducing designs in
art and design architecture, but this perspective is inadequate to 2.5. Spirituality
describe the shift in consumption patterns and the importance of a
sustainable lifestyle (Lloyd and Pennington, 2020a; Haj-Salem et al., Although spirituality seems simple, there is a lack of conceptual
2022). Hence, this research extends the literature on minimalism from clarity regarding this construct (Reinert and Koenig, 2013). Spirituality
two standpoints: (1) determining the consequences of minimalistic is a quest for self-discovery and a higher purpose in life, which may or
behavior and (2) how age and spirituality strengthen the relationship may not be related to religion (Tanyi, 2002). Some believe that spiri­
between minimalism and financial well-being. Since minimalistic tuality is akin to religion, where one strives to form a connection and
behavior is becoming a global phenomenon that enriches customer belief in a divine being (O’Brien, 2021; Taylor, 2003). Scholars and
jauntiness and adoption, its empirical validation is a timely study in an researchers do agree that the societal and literary definitions of “reli­
emerging economy. gion” and “spirituality” are evolving, and the concepts are becoming
increasingly distinct with time (Hill et al., 2000; Pargament, 1999). For
2.3. Financial wellbeing this research, Koenig’s (2013) spirituality definition gives significance
and purpose to the individuals and forms a connection with the inner self
Most definitions state financial well-being as having control over and the environment (Greasley et al., 2001; Narayanasamy, 1999; Reed,
finances, owning adequate resources, and having the capacity to make 1992; Fatima et al., 2020).
choices and absorb financial shocks as and when they come (Bowman
et al., 2017). Fergusson et al. (1981) describe financial well-being as 2.6. Role of age in consumer behaviour
material well-being and ownership of adequate assets. Muir et al. (2017)
define financial well-being as having enough resources to meet basic An analysis of key factors influencing consumer behavior concluded
needs and some reserves. Maslow’s (1943) hierarchy of needs also ex­ age is one of the most important determinants of customer purchase
plicates financial well-being from consumers’ perspective by ranking behavior (Huff, 1960). In North America, consumers aged between 20
them in order of priority. Short-term needs refer to the ability to meet and 40 years were found to be more active shoppers and likely to pur­
necessities such as food, housing, emergency savings, etc., whereas chase apparel compared to customers of older age groups (Workman and
higher-order needs pertain to achieving long-term financial stability Studak, 2006). Debnam and Svinos (2007) found that young consumers
(Xiao and Noring, 1994; Sirgy et al., 2016; Vada et al., 2019). are more inclined to spend rather than save than older consumers. In
Financial well-being results from two different yet connected aspects China, young women were more fashion savvy and eager to spend on
(Netemeyer et al., 2018); Current Money Management Stress relates to imported, high-end luxury brands (Lee et al., 2004; Azemi et al., 2022).
short-term attitudes and behaviors. Impulse buying and a constant urge In the U.K., young people were found to spend more on products than
to accumulate more depict a short-term outlook that has a long-term older consumers, and also identified that the purchase rate declined with
impact (Maloney et al., 2012). Ruberton et al. (2016) found that hav­ age (Birtwistle and Moore, 2006). Rawat (2015) found that as con­
ing adequate cash to meet current needs and due payments positively sumers aged, they reduced their purchase frequency and preferred to
related to life satisfaction. Hence, liquidity and meeting short-term buy products with a lower environmental impact. For older consumers,
financial needs constitute a critical dimension of financial well-being. retail experience, trust in the retailer, and service quality are more
The second essential component of financial well-being, called Ex­ essential facets of shopping than the product itself (Parment, 2013).
pected Future Financial Security, pertains to saving and building up wealth Another study found that the age of consumers has an inverse

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F. Malik and M.I. Ishaq Journal of Retailing and Consumer Services 73 (2023) 103333

relationship with buying behavior of consumers and showed that young H5. Spirituality has a positive impact on happiness.
consumers are more impulsive buyers than older consumers because
young consumers are more influenced by novelty and new trends as
compared to customers belonging to older age brackets (Awan and 3.5. Moderating role of age and spirituality
Abbas, 2015). The above arguments highlight that age impacts con­
sumers’ shopping behavior. Proponents of the VS movement advocate emotional, intellectual,
and spiritual richness to reduce excessive consumption (Duan and
3. Hypothesis development Mitchell, 1977). Kasperek (2016) links minimalism with spirituality; as
a source of inner peace with social values such as cooperation,
3.1. Minimalism and financial wellbeing compassion, and kindness, denouncing competition as a primary driver
of capitalism. Similar views share by Mironova (2020), who suggests
As discussed in the preceding paras, adopting a minimalist lifestyle that minimalism is adopted to discourage the culture of mass production
saves substantial money. Reducing purchases saves money on items that and consumption to seek spiritual contentment. Ehrlich (2020) men­
add no life value (Rathour and Mankame, 2021). Consumers adopt a tions that Christian minimalism envisions a life free of physical and
prudent and thoughtful stance when controlling consumption and emotional clutter. Numerous researchers believe minimalism is rooted
balancing their spending according to budget limitations to avoid in ancient philosophies and religious beliefs (Meissner, 2019). Islam
overspending and debt burdens (Balderjahn et al., 2013). Much of the stresses balancing worldly acquisitions and simplicity (Mangold and
perils of the modern world are brought about by our endless quest to Zschau, 2019). The Islamic principle of ‘Zuhd,’ also somewhat akin to
fulfill our desires by consuming more has adversely impacted the envi­ ‘asceticism’ in Christianity, calls for abandoning the superfluous life and
ronment and caused high debts. Consumers who adopt minimalism limit living with only what one needs in this world (Al, 2017). Owning only
their spending and build up savings which help them achieve long-term those things that bring actual value and purpose to daily life leads to
goals that translate into more fulfillment and happiness (Lastovicka enhanced spiritual fulfillment (Rachel, 2020). Minimalism also en­
et al., 1999). Hence, one aspect of minimalism is attaining financial deavors to clear our lives and spend them more organized and mean­
well-being due to spending less, which leads to avoiding unnecessary ingful, thus enriching them, just as spirituality leads us to find sense and
debt and enhanced savings. Therefore, it would be logical to form the purpose (Hoque, 2015).
first hypothesis as follows; Research suggests that spirituality plays a vital role in old age and
promotes healthy aging (Manning, 2013). The literature observes that
H1. Minimalism has a positive impact on financial well-being.
older adults have a spiritual outlook that inhibits negative feelings in
their lives (Marcoen, 1994). Thauvoye et al. (2018) found that spiritu­
3.2. Minimalism and happiness
ality impacts positive late-life functioning and that well-being was
positively predicted by spirituality. A growing number of studies and
Meissner (2019) posits that a minimalist lifestyle helps lessens
theories of aging suggest that levels of spirituality increase during a
financial burdens and results in more personal satisfaction and happi­
person’s lifetime (Forlenza and Vallada, 2018). Many elders find more
ness. Babauta (2009), in his book “The Power of Less,” talks about how
time and opportunity for increased spiritual reflection as they age since
over-consumption leads to debt and financial woes and how focusing on
their quiet lifestyle allows more room for contemplation (Atchley,
the essentials and allowing everything else to drop away makes one
2017). Thus spirituality has been linked to many positive health out­
happier and less stressed.
comes (Lavretsky, 2010), such as life satisfaction, increasing as one age.
H2. Minimalism has a positive impact on happiness. Kapri and Kathpalia (2019) found out that older adults greatly value
spirituality in their lives and use it as a coping strategy to deal with
3.3. Mediating role of financial wellbeing personal losses and adversities, aspects that are related to financial
well-being. In another study in India, Singh and Mehra (n.d) found that
Gerrans et al. (2014) link having adequate financial resources with higher spirituality helped enhance the overall well-being of the elderly.
happiness and satisfaction. Salignac et al. (2020) found a significant The following hypotheses are formulated in light of the above discus­
relationship between a person’s financial standing and happiness and sion, while the conceptual framework is presented in Fig. 1.
posited that these relationships vary as one ages. The relationship be­
H6. Spirituality has an impact on minimalism.
tween increased income and happiness is well-documented (Gud­
mundsdottir, 2013). Low-consumption lifestyles such as minimalism H7. Age moderates the relationship between spirituality and
have been known to reduce the financial burden and enhance personal minimalism.
well-being and happiness (Lloyd and Pennington, 2020b). Hence the
H8. Age moderates the relationship between minimalism and financial
following hypotheses are formed;
well-being.
H3. Financial well-being has a positive impact on happiness
H9. Spirituality moderates the relationship between minimalism and
H4. Financial well-being mediates the relationship between mini­ financial well-being.
malism and happiness.

3.4. Spirituality and happiness

This study explains minimalism as consumers’ volunteer simplifi­

cation approach to adopt a sustainable lifestyle by utilizing financials
carefully (Martin-Woodhead, 2021), which leads to happiness. Van
Dierendonck and Mohan (2006) mentioned that spirituality leads to life
satisfaction and consumer happiness. On a broader level, spirituality
encompasses the pursuit of happiness and helps in the search for
meaningfulness and life satisfaction (Wills, 2009). Therefore, this study
extends the Peterson et al. (2005) framework by incorporating the direct
path of spirituality and happiness. Fig. 1. Conceptual framework.

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F. Malik and M.I. Ishaq Journal of Retailing and Consumer Services 73 (2023) 103333

4. Research methodology Table 2

Correlation among the constructs.
4.1. Sample and procedure MM SP FW HP Age_1

MM 1
The population for the present study comprises consumers based in SP .594** 1
the Islamabad/Rawalpindi area of Pakistan. A sample of 450 consumers FW .597** .593** 1
from the healthcare, academia, information & telecom, real estate, and HP .506** .705** .692** 1
hospitality sectors was drawn to form a representative pool of re­ Age_1 .593** .636** .547** .513** 1

spondents. These consumers varied in terms of their ages and income ** Significance at 0.001.
bracket, as shown below. Data were collected using self-administered
questionnaires physically distributed to respondents from September 5. Results
2021 to January 2022. The data was gathered from consumers at one
point, hence a cross-sectional study. After excluding questionnaires with 5.1. Measurement model results: Reliability and validity
significantly similar answers, such as the same score for all questions or
incomplete answers, 343 useable questionnaires were shortlisted. The The model fitness assesses by confirmatory factor analysis (C.F.A.)
demographic profile of the respondents is shown in Table 1. with a maximum likelihood estimation method in M Plus. The C.F.A.
results revealed that the conceptual model was a good fit to the data (χ2
4.2. Measurement = 1926.662, χ2/df = 2.92, p < 0.000, RMSEA = 0.07, CFI = 0.91, TLI =
0.91, SRMR = 0.041). All items were loaded above 0.70, indicating a
The proposed theoretical model consists of four significant con­ strong association with their specified constructs (Chin et al., 1997).
structs: minimalism, financial well-being, happiness, and spirituality. Further, convergent and discriminant validity was tested for construct
We have used well-established and validated scales in this research. validity using composite reliability (C.R), factor loadings, and the
Minimalism has been measured using a 12-item Likert scale developed average variance extracted (A.V.E). Further, the AVE exceeded the
by Wilson and Bellezza (2022). The three sub-dimensions of mini­ acceptable limit of 0.5 (Hair et al., 2010). The factor loadings, C.R., and
malism, namely, the number of possessions, sparse aesthetics, and AVEs are presented in Table 3. Also, The correlations are shown in
mindfully curated consumption. Spirituality was measured on 13 item Table 4; all the relationships are significant and positive.
scale by Nelms et al. (2007), and financial well-being uses a 10-item
scale by Netemeyer et al. (2018). Happiness is measured on a 4-item
scale by Lyubomirsky and Lepper (1999). The scales were checked for 5.2. Hypothesis testing and results
reliability, and the Cronbach (ranged from 0.87 to 0.97 for all four
scales. Details of the items are presented in Annexure 1. The hypotheses H1, H2, H3, H5, and H6 were tested in M Plus. The
results indicate that minimalism has a direct impact on financial well­
4.3. Data collection and data screening being (β = 0.634, p = 0.001) and happiness (β = 0.231, p = 0.001),
whereas financial wellbeing also has a significant impact on happiness
The current study has four independent variables and 343 valid (β = 0.535, p = 0.001). Additionally, spirituality is positively related to
cases. The ratio of the cases-to-independent variable was 1:86, which is happiness (β = 0.488, p = 0.001) and minimalism (β = 0.614, p =
within the minimum prescribed limit (Abrams, 2007). The 343 valid 0.001). Thus H1, H2, H3, H5, and H6 are all supported. The results are
cases were obtained after catering for missing values and outliers. Using presented in Table 5.
Cook’s distance, the outliers were identified, and those above the Minimalism was found to have a significant indirect effect on
threshold were removed, after which 343 useable cases were left. The happiness via financial well-being. Thus H4 was accepted. Age was not
normality of the data was checked by examining skewness and kurtosis. found to moderate the relationship between minimalism and spirituality
Skewness should fall between − 3 and + 3, and kurtosis must be between as the interaction term came up significant, and hence H7 was rejected.
− 10 to +10 when using structural equation modeling (Brown, 2006). H8 was accepted as age was found to moderate the relationship between
The results were found to be within range. Multicollinearity was minimalism and financial well-being, although it weakened this rela­
checked by looking at correlation coefficient values, displayed in tionship. The H9 was also accepted as spirituality was found to moderate
Table 2, which indicates its absence. The collinearity diagnostics further the relationship between minimalism and financial well-being. The de­
show that the values of Tolerance (>0.1) and Variance Inflation Factor tails of the results are presented in Table 6.
(V.I.F.) also lie within the acceptable threshold (V.I.F. <10), which
further validates the absence of multicollinearity in variables. 6. Discussion

This study aimed minimalism to support the adoption of careful and

considered consumption choices and an inclination towards non-
material goods, enhancing financial well-being and happiness (Meiss­
ner, 2019). Minimalism is a conscious change in consumer behavior

Table 1
Demographic characteristics of respondents.
Gender Age Education Income

Freq % Years Freq % Freq % PKR Freq %

Male 142 41.4 25< 13 4 > Graduate 45 13 100,000 < 107 32

Female 201 58.6 26–35 89 26 Graduate 116 34 101,000–150,000 145 42
36–45 117 34 Masters 124 36 151,000–200,000 83 24
46–55 86 25 MS/MPhil 28 8 >200,000 8 2
56–65 31 9 PhD 6 2
>66 7 2 Other 24 7
Total 343 100 3 343 100 343 100 343 100

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F. Malik and M.I. Ishaq Journal of Retailing and Consumer Services 73 (2023) 103333

Table 3 Table 6
Result of confirmatory factor analysis (CFA). Mediation and moderation hypotheses.
Construct Items Factor Loadings AVE CR Hypotheses β t-value p-value Status

Minimalism (MM) MM1 0.90 0.77 0.90 H 4: MM →FW→HP Accepted

MM2 0.91 MM → HP 0.110 2.026 0.043
MM3 0.85 FW → HP 0.687 14.455 0.000
MM4 0.92 MM → FW 0.634 18.344 0.000
MM5 0.86 Total Effects (Path c) 0.403 9.710 0.000
MM6 0.84 Total Indirect Effect (Path a x b) 0.321 8.547 0.000
MM7 0.92 H7: SP*AGE → MM Rejected
MM8 0.87 SP → MM 0.245 3.410 0.001
MM9 0.90 AGE → SP 0.446 5.291 0.000
MM10 0.88 SP*AGE → MM − 0.013 − 0.293 0.770
MM11 0.86 H8: MM*Age →FW Accepted
MM12 0.83 MM → FW 0.259 5.106 0.000
Spirituality (SP) SP1 0.80 0.71 0.89 AGE → FW 0.230 4.097 0.000
SP2 0.79 MM*AGE → FW − 0.081 − 2.237 0.025
SP3 0.90 H9: MM*SP →FW Accepted
SP5 0.83 MM → FW 0.305 7.729 0.000
SP6 0.85 SP → FW 0.220 5.825 0.000
SP7 0.82 MM*SP → FW − 0.144 − 4.058 0.000
SP8 0.84
SP9 0.86
SP10 0.84 in reduced cash outflows (Dopierała, 2017) and improved well-being.
SP11 0.87
This study also found support for the relationship between mini­
SP12 0.83
SP13 0.89
malism and happiness. This result also agrees with previous research
Happiness (HP) HP1 0.81 that found people experience a heightened sense of self-awareness,
HP2 0.91 0.73 0.89 enhanced retrospection, and positive emotions due to minimalism
HP3 0.85 (Bryant and Veroff, 2007; Ivtzan and Lomas, 2016). Minimalist practices
Financial Wellbeing (FW) FW1 0.79
have also led to self-discovery, increased self-awareness, and better time
FW2 0.81 0.61 0.94
FW3 0.80 utilization, enhancing happiness (Millburn and Nicodemus, 2015).
FW4 0.79 Minimalism has been linked with reduced consumption enhances the
FW5 0.81 opportunity for more meaningful pursuits leading to happiness (Alex­
FW6 0.81 ander and Ussher, 2012; Kang et al., 2021; T. Kasser, 2009). People who
FW7 0.78
FW8 0.78
consume fewer material goods usually indulge in healthier activities that
FW9 0.79 enhance happiness (Matte et al., 2021).
FW10 0.68 Financial well-being was also a significant predictor of happiness,
which seems logical as financial security reduces many stresses and
worries and leads to happiness. The findings of this study corroborate
Table 4 Gerrans et al. (2014), Bowman et al. (2017), and Salignac et al. (2020)
Discriminant validity (DV). conclusions linking financial well-being with happiness. Minimalism is
MM SP HP FW
considered a mechanism to get rid of excess and focus on more impor­
tant and meaningful pursuits known to provide happiness, fulfillment,
MM 0.878
and freedom (Hook et al., 2021). In contrast, the abundance of goods
SP .594** 0.84
HP .506** .705** 0.86 and consumerist culture has been known to cause environmental
FW .597** .593** .692** 0.78 degradation and dissatisfaction (Kasser and Kanner, 2004). The fourth
hypothesis confirmed the mediating role of financial well-being between
Note: The bold values represent the square root of AVE.
**Significant at the 0.001 level (2-tailed). minimalism and happiness, supporting our earlier discussion regarding
low-consumption lifestyles being known to reduce the financial burden
and enhance personal well-being (Lloyd and Pennington, 2020a).
Table 5 Spirituality was found to have a positive impact on minimalism.
Hypotheses results. Minimalism condemns consumerist culture and calls for a life rooted in
Hypotheses β t-value p-value Status spirituality, reflection, and peace (Bertoni, 2006; Murray et al., 1999).
An essential aspect of the minimalist movement has been to live
H1 MM → FW 0.634 18.337 0.000 Accepted
H2 MM → HP 0.231 4.28 0.000 Accepted
consciously and reflect upon one’s life and redefine priorities, leading to
H3 FW → HP 0.535 9.929 0.000 Accepted spiritual awareness (Andrews and Holst, 1998; Elgin, 1981). Mini­
H5 SP → HP 0.488 8.574 0.000 Accepted malism also signifies a shift from the consumerist culture for a simpler
H6 SP → MM 0.614 17.471 0.000 Accepted and contented life, as seen in Japanese tradition. Stevanovic (2013)
highlights minimalism in architecture, defining it as a deliberate attempt
at reduction, encouraging people to reset their priorities and needs. This
based on the concept of a sustainable lifestyle (Yin et al., 2022; Kang
way, spirituality denounces materiality and consumerism and a recourse
et al., 2021; Kumar and Yadav, 2021). While its association with various
towards minimalism.
forms of well-being, such as emotional, subjective well-being, etc., has
The role of age as a moderator between spirituality and minimalism
been explored, its impact on financial well-being still requires deeper
was insignificant. Although spirituality directly affects minimalism, the
investigation. This research found minimalism to be a significant pre­
relationship between spirituality and minimalism is not strengthened or
dictor of financial well-being, which agrees with previous studies that
weakened by age. Due to familial requirements, a person might be older
link compulsive buying tendencies with financial worries and psycho­
and spiritual but compelled to enhance consumption or increase
logical stressors (Garðarsdóttir & Dittmar, 2012). Adopting the principle
spending. Sometimes spiritually oriented consumers may not always
of minimalism helps consumers conserve financial resources, resulting
prefer to reduce consumption, as there might be a readjustment in their

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F. Malik and M.I. Ishaq Journal of Retailing and Consumer Services 73 (2023) 103333

consumption patterns (Mirkhah and Karami, 2019). Hence this aspect hospitality, tourism, music, art, etc.
may be affected by culture, change in priorities, etc., as age.
Age was found to moderate the relationship between minimalism
6.3. Limitations and future research areas
and financial well-being, but this relationship is reduced. We propose
that consumption patterns change as family size and age increase. Re­
The present research has some limitations. The first is a smaller
sponsibilities mainly increase with age, and hence when family size
sample size and cross-sectional study design nature. To test whether
increases, a minimalist may be compelled to spend more on account of
these findings hold some ground, there is a need to expand the sample
varying family requirements (Hurd and Rohwedder, 2011; Lassman
and probably add respondents from other areas in Pakistan. Further­
et al., 2014). Even if material consumption is reduced, minimalists may
more, almost 60% of the sample size consisted of consumers belonging
spend more on experiential consumption and acquire intangible life
to the group aged between 36 and 55 years. The sample size needs to be
experiences such as travel, music, art, etc. (Matte et al., 2021). Spiri­
enhanced to include considerably large consumer segments from lower
tuality moderates the relationship between minimalism and financial
and higher age and income brackets to understand the effect of age on
well-being though it was also found to weaken this linkage. This could
the minimalism-financial well-being relationship. The moderating role
be explained by many people shunning their material possessions when
of age and spirituality weakened the minimalism-financial well-being
they become spiritual and adopt minimalist practices. Many make grand
relationship. These findings need to be further investigated to arrive at
charitable donations, and as a result, their financial situation may
more conclusive results. In this paper, the impact of minimalism on
worsen. Limited research exploring this linkage has found that spiritu­
spirituality was investigated. However, for a Muslim-majority country
ality may increase financial distress (Gutierrez et al., 2017). However,
like Pakistan, where spiritual orientations have a more significant effect
further studies must explore this relationship to produce more conclu­
on consumer attitudes and behaviors, it may make sense to study spi­
sive results.
rituality’s impact on minimalism. Islam calls for adopting a more
spartan lifestyle devoid of material accumulation; hence, spirituality
6.1. Theoretical implications
may act as an antecedent to minimalism rather than a consequence. The
role of other possible moderators, such as income, gender, and cultural
The key purpose of this research was to validate a theoretical model
or religious background, may also be investigated. Minimalism is an
connecting minimalism with financial well-being and happiness and to
exciting novel concept, and this research does shed light on how the idea
assess the moderating role of spirituality and well-being. Studies linking
can be applied to understand its consequences.
minimalism with well-being are scant (Dopierała, 2017; Lloyd and
Pennington, 2020b). Furthermore, studies linking happiness with
minimalism are also limited, especially in Pakistan, where spirituality is 7. Conclusion
important. Results of the study indicate that minimalism positively af­
fects happiness directly and indirectly via financial well-being. Hence This study indicates that minimalism positively impacts financial
this research advances the theoretical base for understanding mini­ well-being, thereby highlighting that reducing consumption and
malism and its consequences. Adopting the minimalism trend can lead avoiding spending money on goods leads to better financial health.
to changes in purchase practices and consumption. It may manifest as These findings agree with past studies that indicated that debts and
less consumption (quantity), higher quality consumption, or a shift in financial burdens lead to stress and anxiety, whereas the absence of such
consumption patterns (Anguiano, 2020), enhancing the avenues for burdens leads to better mental and financial well-being. Age does affect
understanding the theoretical underpinnings of this lifestyle. spirituality, as can be seen across many cultures and religions. People
This study fills a significant gap by examining the direct impact of generally tend to become more spiritual as they age, and many studies
spirituality on happiness which is an essential concept in post COVID-19 have indicated that elderly patients seek spirituality to combat age-
situation. Spirituality is a widespread concept that includes the macro related sicknesses and ails. In this case, age and spirituality seem to
(cultural influences) and micro-level (individuals) variations in exam­ negatively impact the relationship between minimalism, financial well-
ining the essence of meaningfulness, which leads to happiness and well- being, and happiness. This could be because, for many consumers,
being. The previous literature finds that individuals in individualistic affluence comes with age. Elderly but affluent consumers may be spir­
societies seek happiness through pleasure compared to spirituality (Krys itually strong. Still, they could opt for high-end luxury goods; hence,
et al., 2019). But a recent study by Gaston-Breton et al. (2021) their age or spiritual orientation may not affect their financial well-being
concluded that spirituality is a universal pathway to approach happiness or happiness. These findings, however, need to be corroborated with
through spirituality, whereas country-level differences are insignificant. more investigation with greater sample size and inclusion of consumers
We claimed that the cultural differences in consumer behavior are from other geographical regions.
becoming homogenized. Therefore, our study findings can be general­
ized in every society. Data availability

6.2. Practical implications The data that has been used is confidential.

This study provides interesting insights for marketers, consumers, Appendix A. Supplementary data
industrialists, and business folk. The minimalism movement may not be
a precursor for a considered shift in consumer purchase behaviors rooted Supplementary data to this article can be found online at https://doi.
in environmental concerns and personal well-being. It can be viewed as org/10.1016/j.jretconser.2023.103333.
a bellwether for a larger and more permanent recourse in consumer
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