THE MEANING OF VOLUNTARY SIMPLICITY AS OPPOSED TO CONSUMERISM AND MATERIALISM

The aim of the paper is to survey features of the concept and practice of voluntary simplicity as opposed to consumerism and materialism. At the theoretical level the paper confronts the terms of consumerism and materialism as prevailing contemporary values behaviours and beliefs with the term of voluntary simplicity as one of the relevant forms of new perception of consumption and, in general, as an approach to life. According to the main findings of research, materialism and consumerism do not contribute to one’s well-being, so they are not sustainable in a long run. It is, thus, suggested that one of the directions within further development of the human consumption and life patterns can lead to voluntary simplicity seen as a means for achieving an authentic life-style and fulfilment, acquired in many forms in the world. It positively contributes to the environmental preservation, is a way to self-fulfilment and equality between people, all of them being imperatives in today’s society. The fi nal conclusion here, which sheds light on this much important but still underresearched field, is that voluntary simplicity represents a way to achieving personal happiness and maintaining the society in its healthy environment.