Purpose The COVID-19 pandemic disrupted the consumption patterns of people the world over. The patterns and trends of consumption that drive markets were no longer relevant during the pandemic. Newer factors drove the consumption decisions and consumers have changed their patterns. COVID pandemic enforced citizens globally to adopt minimalism. This research is aimed at qualitatively understanding the consumer experiences during the lockdown period and their future orientation towards a minimalist lifestyle.
Method Participants were young adults of 18 to 25 years of age from India. A constructivist paradigm was adopted to understand the subjective meaning of their choices. Data was collected through Focused group discussions and content analysis was used to arrive at the themes.
Findings Data revealed that priority was given to buying essential items during times of crisis. Stockpiling, conscious buying and simple living were the cornerstones of the consumption patterns.
Practical implications Findings have implications for sustainable consumption practices with a minimalist approach. Understanding the future orientation of consumers towards adopting a minimalist lifestyle could help market researchers better understand sustainable consumption patterns, thereby helping them in tailoring their product marketing. The far-reaching implications of the results focus on green consumption values and ecological responsibility.
Value This paper seeks to explore attitudes and beliefs on sustainable consumption in a young adult population during the Covid-19 outbreak and has implications for sustainable consumption practices using a minimalistic approach in the future.
Keywords Minimalism; COVID-19; consumption patterns; minimalist lifestyle; poverty; sustainable consumption; market research