Anti-Consumption as the Study of Reasons against

Anti-consumption studies are gaining in popularity, but doubt remains as to whether they can add anything unique to consumer research and marketing that other similar topics cannot. This article attempts to explain the distinctive nature of anti-consumption and how it can contribute to the understan...

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Bibliographic Details
Published inJournal of macromarketing Vol. 33; no. 3; pp. 190 - 203
Main Authors Chatzidakis, Andreas, Lee, Michael S. W.
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.09.2013
SAGE PUBLICATIONS, INC
Subjects
Consumer behavior
Consumption
Ethical consumerism
Green marketing
Marketing
Studies
ethical consumption
symbolic consumption
macromarketing
anti-consumption
environmental consumption
consumer resistance
reasons theory
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Summary:Anti-consumption studies are gaining in popularity, but doubt remains as to whether they can add anything unique to consumer research and marketing that other similar topics cannot. This article attempts to explain the distinctive nature of anti-consumption and how it can contribute to the understanding of marketing beyond other related phenomena, such as ethical consumption, environmental consumption, consumer resistance, and symbolic consumption. Drawing upon reasons theory, the article contends that the “reasons against” consumption are not always the logical opposite of the “reasons for” consumption and there are important differences between phenomena of negation and affirmation. By focusing on the reasons against consumption, anti-consumption research acts as a lens that scholars and practitioners may use to view similar phenomena in a new light. The article illustrates this point by offering anti-consumption as an overarching perspective that spans a range of behavioral and thematic contexts, thereby revealing its unique contribution to marketing.
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ISSN:0276-1467
1552-6534
DOI:10.1177/0276146712462892