Michael S. W. Lee

Intentional Non-consumption for Sustainability: Consumer Resistance and/or Anti-Consumption?

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.

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 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.

Don’t read this; or, who cares what the hell anti‐consumption is, anyways?

Taylor and Francis GCMC_A_479213.sgm 10.1080/10253861003786918 Consumption, Markets and Culture 25-3866 (pri t)/147 -223X (online) Original rticle 2 10 & Francis 3 30 0 00September 2 10 Michae Lee msw.l e@au kland.ac.nz It’s embarrassing when you try to overthrow the government and you wind up on the Best Seller’s list. – Abbie Hoffman, referring to the ironic success of his countercultural monograph, Steal This Book (Haber 1971)

Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity

ABSTRACT This report provides an overview of the concept of prepurchase brand avoidance, by identifying the motivating factors in a developing nation. Additionally, the authors aim to explain the negative effect of country-of-origin familiarity leading to brand avoidance. Relationships between constructs (undesired self, negative social influence, perceived animosity, and perceived risk) were hypothesized and data were collected via an online survey, where 286 respondents provided an evaluation for the brands they avoided. Hypotheses were tested using structural equation modeling via AMOS. To date, anti-consumption studies have taken place in developed countries where high agency and abundant choice enable brand avoidance to occur; the authors find that brand avoidance also exists in developing countries, and for all categories of brands, undesired self-congruence is the key determinant for prepurchase brand avoidance. The study did not use any particular product categories. Results need to be expanded and confirmed with other product categories in other emergent markets. Developing nations constitute the fastest growing markets in the world, and knowledge of the factors motivating brand avoidance in these contexts are a competitive advantage (e.g., undesired self is one important variable to focus on to make brands acceptable in such markets). This report provides new insights into consumer judgments of prepurchase brand avoidance in an emerging market.

Against medical advice: the anti‐consumption of vaccines

Purpose – The purpose of this paper is to discuss the main reasons driving the anti‐vaccination movement (AVM) and relate similarities and differences of the AVM with the anti‐consumption of other products.Design/methodology/approach – The paper conducts thematic analysis of various online sources, including medical journals, blogs, science articles and business/social science databases.Findings – First, the paper outlines the main themes (religion, freedom of choice, risk, and uncertainty) driving the anti‐consumption of vaccines. Second, it explains why the AVM is a unique and paradoxical form of anti‐consumption. Third, although much anti‐consumption behaviour is motivated by the belief that rejecting certain acts of consumption may be beneficial to society, the paper uses the AVM to show that not all anti‐consumption behavior has clear‐cut benefits for society.Research limitations/implications – While this is predominately a conceptual paper, a commentary on the AVM has never been attempted by busines...

Journal of Macromarketing Special Issue: Anti-Consumption Research and Society

In this introductory editorial we briefly discuss anti-consumption research and society, the focus of this special issue of the Journal of Macromarketing. We then introduce the four peer reviewed articles and two invited commentaries that comprise the special issue, and conclude with future research opportunities.

Anti-consumption and Governance in the Global Fashion Industry: Transparency is Key

The global apparel industry has faced anti-consumption from consumers, activist groups, and media since the Rana Plaza collapse. Increasing awareness of societal/environmental impacts, and the lack of transparency within the fashion industry has caused consumers to “vote” with their purchase, making more informed purchasing decisions, and, at times, rejecting products based on companies’ practices and reputations. Slow fashion counters the trend of disposable fast fashion by slowing down production and consumption to a sustainable pace. Business owners incorporating the values of slow fashion often possess strong anti-consumption values themselves. Patagonia is a notable example in the fashion industry, exhibiting anti-consumption values in its strategies, transparent supply chain practices, and B-Corp certification.

Special Issue on Anticonsumption and Society

The 4th International Centre for Anti-Consumption Research (ICAR) symposium will be hosted by Griffith University in Brisbane, Australia, on June the 28-29th, 2012. This symposium has been scheduled to coincide with the International Social Marketing conference (June 29-30th, http://www.aasm.org.au), and precede the 2012 Asia Pacific Association for Consumer Research conference (July 6-8th, http://www.acrwebsite.org/conferences/index.asp? itemID1⁄4127). The theme for ICAR 2012 is:

Special Issue on Anticonsumption and Society: Journal of Macromarketing, 2013

The 4 International Centre for Anti-Consumption Research (ICAR) symposium will be hosted by Griffith University in Brisbane, Australia, on June the 28-29 2012. This symposium has been scheduled to coincide with the International Social Marketing conference (June 29-30 www.aasm.org.au), and precede the Association for Consumer Research conference in Queenstown (July 6-8 www.acrwebsite.org). The theme for ICAR 2012 is: