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O estudo investigou motivacoes de consumidores para adotar a simplicidade voluntaria e os impactos causados em suas vidas. Durante dez meses, foram acompanhados os debates de um grupo sobre o tema no Facebook e conduzidas treze entrevistas em profundidade com participantes do grupo. Atraves de analise de conteudo, surgiram evidencias de que as principais motivacoes para a adocao da simplicidade voluntaria sao de natureza pessoal, levando a mudancas que afetam ocupacao profissional, moradia, transporte, alimentacao, consumo e descarte de bens, organizacao pessoal e consciencias ecologica e social. Diversos beneficios da adocao da vida simples foram apontados, alem de algumas consequencias negativas para a vida dos adotantes. Sao oferecidas proposicoes decorrentes do estudo para orientar pesquisas futuras. The study investigated consumers’ motivations for adopting voluntary simplicity and the impacts it caused on their lives. For ten months, discussions on a Facebook group on the theme were monitored. Thirteen in-depth interviews with group participants were also conducted. Through content analysis, evidence emerged that the main motivations for adopting voluntary simplicity are of personal nature, leading to changes that affect work, housing, transportation, nutrition, consumption and disposal of goods, personal organization, and ecological and social consciousness. Several benefits of adopting a simpler life were pointed out, besides some negative consequences for the lives of the adopters. Propositions arising from the study are offered to orient future research.

SIMPLICIDADE VOLUNTÁRIA: ESCOLHENDO UMA NOVA FORMA DE VIVER