Consumer minimalism is a lifestyle of consciously limiting consumption and material goods, which has emerged in the last decade as a counterweight to over-consumption and its adverse effects on people and the environment. It rejects the idea that possession of material goods leads to happiness and encourages consumers to critically evaluate their consumption and priorities, and therefore also has the potential to create a collective effort for social change. Despite its popularity in Slovenia, the topic is yet to be researched in our country. In my thesis, I have first examined the concept, its development, and all its dimensions, motives, and barriers based on the literature. In the second empirical part, I used a quantitative questionnaire survey method to investigate Slovenian consumers' attitudes towards consumer minimalism, to identify the main motivational factors and barriers, and to examine the possible influence of socio-demographic characteristics. The results showed that Slovenian consumers adopt a minimalist lifestyle, mainly motivated by personal benefits, but they also believe in its potential to create social change. The most emphasized barriers were emotional attachment to objects and advertising and the broader social system, showing that the main barriers are not strongly consumer-driven. I did not find a statistically significant impact of socio-demographic factors. The findings confirm the popularity of the lifestyle and point to opportunities for companies and brands to appeal to them with such a philosophy.
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