Anti-Consumption as the Study of Reasons against

• Published in: Journal of macromarketing Vol. 33; no. 3; pp. 190 - 203
• Main Authors: Chatzidakis, Andreas, Lee, Michael S. W.
• Format: Journal Article
• Language: English
• 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
• ISSN: 0276-1467; 1552-6534
• DOI: 10.1177/0276146712462892

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...