ABSTRACT
This think piece (concept paper) develops the idea that a construct is needed to help people view consumption as a journey, a complex, lifelong process, rather than a series of discrete, separate, cumulative events (shopping trips).
The sustainable life path concept is introduced and developed through the conceptual integration of the sister-concepts of voluntary simplicity, living simply, life intentions, and life acumen, grounded in the idea of an examined and engaged, purposeful life. Reframing consumption as unfolding along a sustainable life path, perceiving consumers as pathfinders, and framing consumption as a lifelong journey are offered as conceptual innovations.
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