LOVOS is an acronym for Lifestyles of Voluntary Simplicity which are oriented to health and sustainability similarly like the LOHAS, but different from these by their critical consumption attitude and criticism of consumerism. Voluntary simplicity (or simple living) is a lifestyle considered by its adherents to be a sustainable, ecologically sensitive alternative to the typical, western consumerist lifestyle. ... Sustainability is an attempt to provide the best outcomes for the human and natural environments both now and into the indefinite future. ... LOHAS is an acronym for Lifestyles of Health and Sustainability - a $227 billion market segment in the U.S. alone but worldwide in its extent. ... Consumerism is a term used to describe the effects of equating personal happiness with purchasing material possessions and consumption. ...
In the marketing research the new consumers are described as LOHAS and as Cultural Creatives. The LOVOS are a partial group within the LOHAS but are not separately expelled although they gave important impulses as trendsetters to an ecologically sustainable lifestyle. Research is the search for and retrieval of existing, discovery or creation of new information or knowledge for a specific purpose. ... Cultural Creatives is a term coined by sociologist Paul H. Ray and psychologist Sherry Ruth Anderson to describe a large segment in Western society that has recently developed beyond the standard paradigm of Modernists versus Traditionalists or Conservatists. ...
It is an essential characteristic of the LOVOS that environmental awareness is in agreement with environmentally suitable behavior.
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