Minimalism and ethical decision-making: The roles of moral identity and psychological well-being

This study examines the mechanisms underlying the influence of minimalism on ethically minded consumer behavior. Within the Stimulus-Organism-Response framework and Self-Determination Theory, the study investigates the effect of minimalism on ethically minded consumer behavior through moral identity (internalization and symbolization) and psychological well-being, with attention paid to the moderating effect of eco-anxiety. Data for this study came from a survey involving 555 young consumers in Vietnam and were analyzed using partial least squares structural equation modeling. It is demonstrated that minimalist lifestyle orientation positively impacts psychological well-being and both aspects of moral identity. Moral identity symbolization and well-being were found to have a direct and positive effect on ethically minded consumer behavior, but moral identity internalization did not have such a direct influence. Instead, moral identity internalization positively affects moral identity symbolization. Furthermore, psychological well-being is identified as an important psychological mechanism underlying the relationship between minimalist lifestyle orientation and ethical decision making. This study emphasizes the importance of self-concept and well-being for ethical decision-making. It demonstrates that eco-anxiety selectively moderates the internal identity process, intensifying the conversion of moral identity internalization into symbolization while exerting no significant moderating influence on the final behavioral outcome via the relationship between moral identity symbolization and ethically minded consumer behavior.