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The study aims to analyse the possibilities of positioning the anti-consumption through different communication appeals. It analyses commercial and social marketing campaigns in the global context, with the aim to recommend communication guidelines to empower anti-consumption among different industries.

The study conducted a qualitative content analysis of marketing communication focused on anti-consumption promotion.

The results bring a comprehensive overview of possible communication appeals of anti-consumption and prove feasibility of their implementation. The analysis of used appeals leads to recommendations for developing effective marketing communication for promoting anti-consumption.

The recommendations can serve both for-profit and non-profit organization as a showcase to discover the idea of anti-consumption as communication appeals. By empowering anti-consumption, consumers could reach personal welfare and participate in social equilibrium. Also, the study brings recommendations for further research considering the evaluation of the implemented strategies.

The study covers a gap in published literature focusing on comprehensive analysis of existing anti-consumption marketing communication strategies and appeals and brings an overview of potential strategies for empowering anti-consumption among modern consumers.

Because steadily growing consumption is not beneficial for nature and climate and is not the same as increasing well-being, an anti-consumerism movement has formed worldwide. The renouncement of dispensable consumption will, however, only establish itself as a significant lifestyle if consumers do not perceive reduced consumption as a personal sacrifice. Since prior research has not yielded a consistent understanding of the relationship between anti-consumption and personal well-being, this paper aims to examine three factors about which theory implies that they may moderate this relationship: decision-control empowerment, market-control empowerment and the value of materialism.

The analysis is based on data from a large-scale, representative online survey (N = 1,398). Structural equation modelling with latent interaction effects is used to test how three moderators (decision-control empowerment, market-control empowerment and materialism) affect the relationship amongst four types of anti-consumption (e.g. voluntary simplicity) and three different well-being states (e.g. subjective well-being).

While both dimensions of empowerment almost always directly promote consumer well-being, significant moderation effects are present in only a few but meaningful cases. Although the materialism value tends to reduce consumers’ well-being, it improves the well-being effect of two anti-consumption styles.

Using only one sample from a wealthy country is a limitation of the study. Researchers should replicate the findings in different nations and cultures.

Consumer affairs practitioners and commercial marketing for sustainably produced, high-quality and long-lasting goods can benefit greatly from these findings.

This paper shows that sustainable marketing campaigns can more easily motivate consumers to voluntarily reduce their consumption for the benefit of society and the environment if a high level of market-control empowerment can be communicated to them.

This study provides differentiated new insights into the roles of consumer empowerment, i.e. both decision-control empowerment and market-control empowerment, and the value of materialism to frame specific relationships between different anti-consumption types and various well-being states.

The purpose of this paper is to examine the effects of anti-consumption advertisement on consumers’ attitudes and purchase intentions (PIs) of an apparel product.

An experiment was conducted with a sample of college students (n=1,300) who were randomly assigned to view either a traditional advertisement for a Patagonia jacket or an anti-consumption advertisement of the same jacket. After that, consumer attitudes toward buying the jacket and PIs were measured employing online survey. In addition, consumer environmental concern (EC), perceived intrinsic brand motivation and extrinsic brand motivation (PIBM and PEBM) were measured to test a proposed research model.

Participants exposed to the anti-consumption advertisement reported less positive attitudes toward and lower PIs to buy the jacket than participants who viewed the traditional advertisement. Participants’ EC, PIBMs and PEBMs were found to be important predictors of the attitude and PI.

This study provides a foundation for future research on consumer attitudes and PIs in the context of anti-consumption behavior and the effects of anti-consumption advertisement. Limitations of the present study include convenience sampling.

Anti-consumption advertising might be used effectively to raise consumers’ awareness on their spending habits on clothing and reduce the clutter of consuming culture.

The research findings contribute to the corporate social responsibility literature in the apparel context, specifically socially responsible marketing, by focusing on the nascent topic of anti-consumption. This was the first study that examined how anti-consumption advertisement might affect consumer attitudes toward buying products displayed in this advertisement.

The purpose of this paper is to examine a form of anti-consumption termed moral avoidance.

The study builds and tests a model of moral avoidance, using a sample (n=457) of adults aged 50-94 years.

Two distinct forms of this type of anti-consumption emerged, one based on exploitation of eco-systems and one on exploitation of humans. Ecology concerns and perceived consumer effectiveness are significant antecedents to both forms, while ethical ideology also impacts anti-consumption for social reasons. Greater numbers practice this form of anti-consumption for social reasons than for ecology reasons.

The study uncovers new underlying reasons why people practice moral avoidance and in so doing guides managers in their targeting and decision making.

The study is the first to demonstrate that this form of anti-consumption has two different perspectives: planet and people. Moreover, older adults are important ethical consumers, but no previous study has explored them from an anti-consumption perspective.

This study describes anti-consumption lifestyles and the effects of such lifestyles on the acceptance of commercial sharing systems (CSS). The purpose of this paper is to investigate the different types of anti-consumption lifestyles and their influence on consumer’s attitudes and purchase intentions toward CSS, and to verify the moderating effect of the variety-seeking tendency.

Structural equation modeling is used with data collected from 537 consumers. The chosen types of CSS are the corporations of Socar (a car sharing service in Korea) and Airbnb (a global accommodation sharing service).

The results indicate that the anti-consumption lifestyles consist of frugality, voluntary simplicity, environmental protection, small luxury and tightwadism; anti-consumption lifestyles affect the acceptance of CSS; and the effects differed according to the variety-seeking tendency. These results suggest that anti-consumption lifestyles differently influence consumer’s behaviors toward using CSS, and there is a moderating effect partially depending upon the variety-seeking tendency.

The contribution of this study is that it verifies the different types of anti-consumption lifestyles and their effects on consumer’s attitudes and purchase intentions toward CSS, which is an area that has remained unexamined in the literature. Marketers will be able to use the knowledge obtained herein on the various types of anti-consumption lifestyles to motivate consumers to use sharing services, and will also be able to establish a consumer strategy in sharing business practice.

In this essay, two purposes are of importance. One is to frame anti consumption as a social marketing issue on micro and macro levels. The second is to set forth dance as a persuasive element in anti consumption social marketing strategy, which heretofore has been under utilized and under theorized.

This essay draws from relevant existing literature in social marketing and builds and extends dance theory in television ads to conceptualize dance as a viable consumer culture aesthetic in anti consumption social marketing campaigns.

Effectively employing dance images in anti consumption social marketing campaigns may contribute to redesigning of the self-image and identity of consumers. Moreover, through linkages of positive behaviors to dance celebrations and rituals, aligned with an overall social marketing campaign, dance may facilitate reduction of negative consumption behaviors.

Social marketers’ strategic success in high involvement behavior change depends in part on the target audience’s favorable response to message processing. The social marketing field encompasses a variety of such behaviors that if changed, improves both society as a whole, and the lives of individuals.

There are three aspects of value and originality in this contribution. They include forwarding anti consumption as a social marketing issue in consumer culture; theorizing dance as a somato-visceral and kinesthetic approach to anti consumption social marketing behavior change; and demonstrating dance as a positive persuasive element that can reside within the boundaries of social marketing ethics.

This study analyzed the relationships among sub-factors of mindfulness and two anti-consumption lifestyles caused by personal and social/environmental concerns. This study also investigated the pursuit of authenticity mediating this relationship.

A survey based on self-administered questionnaires and structural equation modeling was used to analyze the collected data via Statistical Product Service Solutions (SPSS) 23 and Analysis of MOment Structure (AMOS) 23. Multiple mediation analysis was adopted to investigate the mediating role of authenticity dimensions via SPSS PROCESS macro.

The relationship between mindfulness and anti-consumption behavior was generally positive. Except for describing and non-judgment, most facets of mindfulness were positively related to anti-consumption patterns. Only the indirect effect of authentic living (AL) was significant in the impact of mindfulness on anti-consumption behavior.

To the authors' knowledge, this study is the first to examine the link between mindfulness and anti-consumption and potential mechanism of anti-consumption – authenticity seeking, extending knowledge about mindfulness and providing insights for environmentalists, public decision-makers, marketers and consumers.

Anti‐consumption is a new domain of research that deals with why individuals avoid consumption of particular products. To date, research in this area is only confined to the rejection of goods, with no evidence from the services industry. The purpose of this paper is to explore the extent of anti‐consumption behaviour for public health services, by deriving data from Swine Flu vaccination resistance in Turkey.

The research employs a factor analysis method based on data collected from 519 individuals.

Findings suggest that there is a strong anti‐consumption attitude of the Turkish public towards the service, and a major reason for avoidance was moral incompatibility, such that the public believed that the vaccination served the interests of pharmaceutical companies and the government. The findings also reveal that all the factors previously mentioned in the literature may be involved in the anti‐consumption of public health products.

This study suggests that public products, including public health services, are highly subject to anti‐consumption movements, and policies involving such products should also be considered from this perspective in order to provide an increased welfare for the public.

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.

The paper conducts thematic analysis of various online sources, including medical journals, blogs, science articles and business/social science databases.

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.

While this is predominately a conceptual paper, a commentary on the AVM has never been attempted by business scholars. This is surprising since business scholars are able to bring a more impartial viewpoint to the debate than both the medical establishment and proponents of natural therapy. As this paper is not associated with medical interests, nor the AVM, the focus is on the welfare of consumers and as such, a more detached perspective may be useful in this controversial area.

Since the AVM debate is filled with much uncertainty, the paper recommends a more balanced/respectful approach by the medical community, pro‐vaccinators and the AVM.

Unlike previous work in the area, this research intersects commercial, societal, and medical interests. It also highlights AVM as an interesting case where large groups of people sharing similar anti‐consumption behaviours are actually incompatible with one another.

The purpose of this paper is to investigate the perceptions of food anti-consumption in fast growing markets within an emerging economy context of Turkey.

Recently posted customer comments, complaints and suggestions related to the selected fast-food chains were examined from the following domains: Facebook, Instagram, Twitter and Sikayetvar.com. These comments were reviewed, assessed and classified by four trained independent raters. After examining the comments one-by-one the raters arrived at the final (triangulated) decision regarding the comment’s category after an iterative process including cross-examination.

Reasons for fast-food avoidance were primarily linked to customers’ negative past experiences (experiential avoidance). Identity avoidance, moral avoidance and interactivity avoidance.

The paper adds to the anti-consumption literature by examining the food avoidance framework of Lee et al. (2009) in an emerging market context. New categories were identified for reasons of food avoidance which have not been identified before in the anti-consumption literature such as interactivity avoidance.