Stereotypes of Voluntary Simplifiers: More Sociable, Moral, and Pro-Environmentally Driven, yet Equally Capable Compared to Other Lifestyles

In this research, we explored the stereotype content of those who follow a voluntary simplicity lifestyle, a reduction consumption lifestyle associated with pro-environmental values, social justice, and personal motives. Through three experimental studies (NTotal = 1,116), we manipulated different consumption styles and evaluated stereotype content dimensions, such as sociability, morality, assertiveness, and ability. In Study 1, we compared profiles of voluntary simplicity, high-consumption, and a control group, and found that the voluntary simplifier profile was perceived as more sociable and moral but less assertive than the high-consumption profile. There were no differences in the ability dimension. In Study 2, we replicated these findings and further observed motives for behaviour based on environmental commitment were especially characteristic of the voluntary simplifier profile. In Study 3, we compared two reduced consumption lifestyles: voluntary simplicity and frugalism. Voluntary simplifier profile was seen as more sociable, moral, and assertive than the frugalist profile, with both profiles rated equally in ability. These findings represent a first step in studying how voluntary simplifiers are perceived.