Anti-Consumption: A Literature Review
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The body of literature on consumer behavior, attitudes, preferences and motivation etc. is vast and expansive. In comparison, work on anti-consumption is at a nascent albeit growing stage. I undertake a review of the literature that has emerged in anti-consumption in the 21st century. I explore the meaning and definitions of anti-consumption and resistance and then delve into the research on anti-consumption lifestyle, voluntary simplicity, brand avoidance and the motivations behind them. I conclude by looking at recent debates on re-conceptualizing and delineating anti-consumption theory from other similar research fields like sustainability, environmental and ethical concerns and other social marketing literature.