EFFECT OF WORK–LIFE BALANCE ON SUSTAINABLE AND MINIMALIST CONSUMPTION TRENDS

Abstract

This study investigates the effect of Work–Life Balance on Sustainable Consumption Behaviour and Adoption of Minimalist Lifestyle among gig employees, a rapidly expanding segment of the modern workforce. Using primary data collected from 239 respondents, the research examines how the ability to balance professional and personal responsibilities influences environmentally conscious consumption patterns and the tendency to adopt simpler, clutter-free lifestyles. Correlation analysis reveals strong positive relationships among Work–Life Balance, Sustainable Consumption Behaviour, and Minimalist Lifestyle Adoption, indicating that individuals with better balance are more likely to engage in sustainable and minimalist practices. Regression results show that Work–Life Balance explains a significant proportion of variance in these lifestyle outcomes, highlighting its critical role in shaping consumer behaviour. Furthermore, Structural Equation Modeling confirms that both sustainable consumption and minimalist living significantly and directly contribute to improving work–life balance, demonstrating a reciprocal and reinforcing relationship. The findings suggest that lifestyle choices rooted in sustainability and minimalism are not only environmentally beneficial but also support personal well-being by reducing stress and enhancing balance in daily life.