Psychologists a decrease in consumption actually increases the level of happiness

A new study published in Journal of Macromarketingshowed: the choice in favor of a simpler lifestyle – a decrease in consumption and emphasis on relationships and community – is associated with an increase in the level of happiness and a sense of life goal. The greatest effect is manifested when the desire for “simplicity” enhances the feeling of social ties, personal growth and participation in society, writes РSypost.

Interest in such practices in the world of the Global North is growing against the backdrop of environmental problems and toxic consumption models. According to the UN, from 2000 to 2019, world consumption increased by 66%, tripling the indicators of the 1970s and reaching 95.1 billion tons. A voluntary desire for a simple and minimalist lifestyle is considered as a possible answer, Offering to look for satisfaction not in things, but in communication, concentration on the benefits of society, self -sufficiency and personal development.

Scientists from the University of Otago (New Zealand) – Professor Robert Aitken and Associate Professor Lia Watkins – analyzed the data of 1643 participants in the project “Life Life Life for New Zealand.” The sample reflected the country’s population by gender, age, income, education and ethnicity.

For measurement, a scale of 21 elements was used: reducing resource consumption, purchasing from local manufacturers, growing food, self -sufficiency, participation in the life of the community, etc. Analysis made it possible to distinguish five key parameters: resources, purchases of local products, contribution to the community, material minimalism and autonomy. Two types of well -being were measured – hedonic (happiness and satisfaction) and eudemonic (goal and self -realization).

Both showed a positive connection with simplicity, especially with an emphasis on the community and exchange of resources.

The gender difference was also noted: In women, the connection between the desire for reasonable consumption and well -being turned out to be stronger, than men. Age and income did not play a significant role.

The authors emphasize: a simple life contributes not only to environmental stability, but also to improve social ties, as well as psychological satisfaction. However, to understand what kind of mental mechanisms underlie this effect, further research is needed.

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