Psychological Well-Being in Pursuit of Prosocial Behavior of Voluntary Simplifiers in a Collectivist Society: Understanding the Role of Consumer Disposition Behavior

Dr. Sana Irfan; Dr. Fozia Malik

doi:10.33897/fujbe.v9i2.931

Dr. Sana Irfan Assistant Professor, Department of Business Administration Fatima Jinnah Women University, Rawalpindi
Dr. Fozia Malik Assistant Professor, Department of Business Administration Fatima Jinnah Women University, Rawalpindi

DOI: https://doi.org/10.33897/fujbe.v9i2.931

Keywords: Consumer behavior, Product Disposition Behavior, Prosocial Behavior, Voluntary Simplicity, Psychological Well-Being, Collectivism

Abstract

The purpose of the current study was to investigate the disposition behavior of voluntary simplifiers and outcome
of this consumption behavior specific to consumer psychological well-being. This paper examines the attitude of
voluntary simplifiers by understanding their altruistic and non-altruistic disposition behaviors in a collectivist
society of Pakistan which is an emerging and developing economy of South Asia. This cross-sectional study has
been conducted by collecting primary data from 234 respondents using structured questionnaires though
purposive convenience sampling in sustainable products industry. The structured equation modeling was applied
as a data analysis technique using AMOS. The results revealed that sense of self-sufficiency in voluntary
simplifiers have a significant impact on disposition behaviors. Voluntary simplifiers adopt different methods of
disposition to avoid accumulation of goods. The results have also established the role of collectivist culture
positively moderating the relationship between the simplicity attitude and disposition behavior.