This master's thesis explores the phenomenon of consumer minimalism and the segmentation of minimalist consumers in Slovenia. Consumer minimalism is understood as a value-driven consumption approach that emphasizes simplicity, conscious purchasing, and a reduction in material possessions. The aim of the thesis is to investigate how consumer minimalism is expressed in the Slovenian context and to identify distinct consumer segments based on their minimalist values and consumption behaviours. The research is conducted using a mixed-methods approach. In the first phase, we performed qualitative research through in-depth interviews with individuals who identify as minimalists. These interviews provided insights into the motivations, values, and lifestyle choices behind minimalist consumption. Based on these findings, we developed a quantitative survey questionnaire, which was distributed among Slovenian consumers. The collected data were analysed using hierarchical clustering to identify distinct segments within the population. The results reveal and confirm existing findings that consumer minimalism is not a uniform concept but varies across different consumer profiles. We identified several segments of minimalist consumers, each characterized by unique patterns of motivation, value orientation, and purchase behaviour. The findings contribute to a better understanding of the diversity within minimalist consumption and provide practical implications for businesses aiming to align with these emerging consumer values.
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