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

Helene Cherrier (Department of Marketing, Griffith University, Queensland, Australia)
Iain R. Black (Discipline of Marketing, University of Sydney, Sydney, Australia)
Mike Lee (Marketing Department, The University of Auckland Business School, University of Auckland, Auckland, New Zealand)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 15 November 2011



This paper aims to contribute to the special issue theme by analysing intentional non‐consumption through anti‐consumption and consumer resistance lenses.


A total of 16 in‐depth interviews with women who intentionally practise non‐consumption for sustainability were completed.


Two major themes where identified: I versus them: the careless consumers, and The objective/subjective dialectic in mundane practices.


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.



Cherrier, H., Black, I.R. and Lee, M. (2011), "Intentional non‐consumption for sustainability: Consumer resistance and/or anti‐consumption?", European Journal of Marketing, Vol. 45 No. 11/12, pp. 1757-1767.



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