Polarization in consumer behavior: The rise of minimalism in a materialist world

The polarizations created by the increasing income and wealth inequalities in the world in economic and social life also affect consumer behavior. In the polarization in the lifestyles of consumers, at one end of the spectrum are the representatives of the consumer culture with flashy and exaggerated spending based on materialistic understanding. On the other hand, consumers who adopt an anti-consumption approach that is sensitive to social, environmental or individual welfare, regardless of the necessity of economic difficulties or economic factors, are rapidly increasing. This study aims to conceptually evaluate the concepts of minimalist and materialist consumption, which represent two rising values ​​regarding consumer behavior and are mutually exclusive, and to provide readers with a holistic perspective. In this context, in this study, the concepts of materialism, minimalist consumption and anti-consumption are evaluated from environmental, social and individual perspectives and their effects on consumer welfare are discussed.