Sustainable Harmony:  A Thorough Exploration of Minimalism and Consumerism through Literature

Kalpana Kataria; Harikishni Nain

doi:10.48001/veethika.2024.10.01.003

Kalpana Kataria Department of Commerce, Bharati College, University of Delhi, New Delhi https://orcid.org/0000-0003-4638-302X
Harikishni Nain Department of Commerce, Bharati College, University of Delhi, New Delhi https://orcid.org/0000-0002-2068-8928

DOI: https://doi.org/10.48001/veethika.2024.10.01.003

Keywords: Minimalism, sustainability, consumerism, rental consumption, closet-sharing, capsule wardrobe, fast-fashion, environment

Abstract

This study explores the extant literature surrounding minimalism's sustainability, aiming to propose novel dimensions applicable to sustainability in the context of taking wedding clothes on rent. The article specifically examines the viability of minimalism in the context of renting wedding attire in India, uncovering a dearth of research in this area. With the concentration of 5-year span (2018–2023) and drawing from the Scopus database, the findings emphasize minimalism's multifaceted impact on consumer behaviour, well-being, and sustainability. The existing literature is not available in the context of renting wedding clothes within the Indian socio-cultural milieu. The study identifies various factors, including socio-economic intricacies, daily effects, and alignment with manufacturing, alongside the innovative "Minimalonomics" model, offering insights into conscious consumption and well-being transformation. While factors like utility, user-friendliness, perspective, and societal pressures affect the adoption of wedding attire rental platforms, consumers prioritizing sustainability exhibit positive correlations with slow fashion, perceived value, purchase intent, willingness to pay a premium, and recommending slow-fashion products. Conversely, considerations like hygiene, perception, societal norms, perceived efficacy, environmental awareness, and personal relevance may sway consumers away from clothing rental services.

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