Intentional non-consumption for sustainability: Consumer resistance and/or anti-consumption?

Citation

Cherrier H, Black IR & Lee M (2011) Intentional non-consumption for sustainability: Consumer resistance and/or anti-consumption?. European Journal of Marketing, 45 (11/12), pp. 1757-1767. https://doi.org/10.1108/03090561111167397

Abstract
Purpose – This paper aims to contribute to the special issue theme by analysing intentional non-consumption through anti-consumption and consumer resistance lenses. Design/methodology/approach – A total of 16 in-depth interviews with women who intentionally practise non-consumption for sustainability were completed. Findings – Two major themes where identified: I versus them: the careless consumers, and The objective/subjective dialectic in mundane practices. Originality/value – While it is tempting to delineate one concept from another, in practice, both anti-consumption and consumer resistance intersect and represent complementary frameworks in studying non-consumption.

Journal
European Journal of Marketing: Volume 45, Issue 11/12