Purpose and object of anti-consumption

Rajesh Iyer and James A. Muncy

Journal of Business Research, 2009, vol. 62, issue 2, 160-168

Abstract: A counter movement of anti-consumption runs from the very beginning of mass-consumption societies. Four distinct types of anti-consumers, simplifiers, global impact consumers, market activists, and anti-loyal consumers, have emerged in recent years. The primary focus of anti-consumption research has been on market activists and anti-loyal consumers. This article focuses on the other two groups (i.e., the simplifiers and global impact consumers). The authors address the need for scale development to measure the general anti-consumption attitudes of these two groups. The goal is to improve the ability to identify anti-consumption attitudes and to gain a better understanding of how anti-consumption relates to other key constructs such as self-consciousness, self-actualization, and assertiveness.

Keywords: Anti-consumption; Self-actualization; Assertiveness; Self-consciousness; Global; impact; consumers; Simplifiers (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (46)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:2:p:160-168

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