Abstract

Alternative hedonism is an unconventional form of consumerism that offers a middle-ground consumption practice between sustainability and hedonism. Based on a review of the literature, we identified three major themes of alternative hedonism: seeking pleasure from consuming differently, civic responsibility, and voluntary simplicity. This study is designed to determine whether tattoo coverage (none, light, or heavy) and community type (urban, suburban, or rural) have main and interaction effects on alternative hedonism practices such as community engagement, green consumption, shopping small, and holistic wellness. We collected data via online survey from 168 lightly tattooed, 213 heavily tattooed, and 185 non-tattooed individuals. We discuss implications of our findings for both scholars and practitioners.

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