"Less Is More" for Health: How Minimalism Reshapes Food Consumption Patterns and Preferences

Sayin, Eda and Malik, Sumit ORCID: 0000-0003-3913-6645 (2025) "Less Is More" for Health: How Minimalism Reshapes Food Consumption Patterns and Preferences PSYCHOLOGY & MARKETING, 42 (9). pp. 2287-2301. ISSN 0742-6046, 1520-6793

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Abstract

Minimalism has become an increasingly prevalent lifestyle, yet its influence on consumers’ food consumption patterns and preferences has not been examined previously. Across three main studies and a supplementary study (N = 1,105), we find replicating evidence that minimalism can reduce preference for unhealthy food consumption while promoting healthier choices. We identify a minimalism = healthy association that consumers explicitly recognize and apply in their dietary decisions. Specifically, minimalism influences food consumption patterns, through a dual self-control process of increasing the internal conflict and reducing the strength of desire for consuming unhealthy foods. The findings hold regardless of consumers’ dietary habits (e.g., restrained eating, dietary restrictions, or time since last meal) and demographic factors, and are supported by studies using diverse methodologies and food options. Our research shows that the effect of minimalism on food consumption extends beyond reducing overall quantity of intake (as suggested by the less is more philosophy)—it also shifts consumption patterns toward qualitatively healthier options. These findings advance the literature on consumer minimalism, food-related intuitions, and self-control, offering valuable insights for public health policymakers, wellness influencers, content creators, and marketers aiming to promote healthy eating.

Item Type:	Article
Uncontrolled Keywords:	food preferences, healthy eating, lifestyle choices, minimalism, self-control
Divisions:	Faculty of Humanities & Social Sciences Faculty of Humanities & Social Sciences > School of Management
Depositing User:	Symplectic Admin
Date Deposited:	23 May 2025 10:17
Last Modified:	16 Jun 2026 04:00
DOI:	10.1002/mar.22230
Related Websites:	Author Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3192876
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