Consumer minimalism has emerged as a significant trend influencing purchasing decisions in the evolving landscape of consumer behavior. However, minimalism is well acknowledged across various disciplines, very limitedly explored in tourism literature, especially in the context of shared services in the tourism industry. Based on this knowledge gap, this study proposes an integrative theoretical framework using the value-attitude-behavior theory and the theory of planned behavior to investigate the impact of minimalism on the purchase behavior of shared services. The data collected from 454 tourists with previous experience using sharing economy-based services implies that consumer minimalism profoundly influences purchase behaviors within shared services. Furthermore, Regional brand identity significantly impacts the relationship between consumer minimalism and behavioral intention. The results add substantially to the existing knowledge in the value-attitude-behavior theory and the Theory of Planned Behavior. The results will also help tourism managers and marketers frame policies to meet tourists’ backgrounds and value systems.
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