Abstract:

Nowadays it is more and more common to discuss reasonable needs which are connected to the so called voluntarily modest lifestyle. The paper deals with the problematics of voluntary simplicity as a lifestyle of an end user. The basis of the contents is an empirical view of end users, their relationship to voluntary consumption and a possible influence of upbringing and education (especially within family). Following from the results of primary marketing research into the problematics of the influence of family lifestyle on voluntary simplicity, the aim of the paper is to draw up a profile of voluntarily modest respondent with his/her psychographic characteristics.