Lovos

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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.

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.

It is an essential characteristic of the LOVOS that environmental awareness is in agreement with environmentally suitable behavior.

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