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Article
Publication date: 3 October 2016

Chanmi Hwang, Youngji Lee, Sonali Diddi and Elena Karpova

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.

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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

Originality/value

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.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 21 February 2018

Lynn Sudbury-Riley and Florian Kohlbacher

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

Abstract

Purpose

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

Design/methodology/approach

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

Findings

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.

Practical implications

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

Originality/value

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.

Details

Management Decision, vol. 56 no. 3
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 31 May 2019

HeeJung Lee

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…

Abstract

Purpose

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.

Design/methodology/approach

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).

Findings

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.

Originality/value

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 5
Type: Research Article
ISSN: 1355-5855

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Book part
Publication date: 6 December 2013

Carla Stalling Walter

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…

Abstract

Purpose

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.

Methodology/approach

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.

Findings

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 implications

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.

Originality/value of chapter

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.

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Article
Publication date: 29 March 2011

Melike Demirbag Kaplan and Yusuf Cem Kaplan

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…

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Originality/value

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.

Details

Management Research Review, vol. 34 no. 3
Type: Research Article
ISSN: 2040-8269

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Article
Publication date: 1 November 2011

Michael S.W. Lee and Mike Male

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…

Abstract

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 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.

Practical implications

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.

Originality/value

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.

Details

Journal of Consumer Marketing, vol. 28 no. 7
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 11 February 2021

Nieves García-de-Frutos and Antonia Estrella-Ramón

This study aims to focus on the content published by social media influencers – i.e. YouTubers – on their YouTube channels. The main purpose of this research is to analyse…

Abstract

Purpose

This study aims to focus on the content published by social media influencers – i.e. YouTubers – on their YouTube channels. The main purpose of this research is to analyse whether anti-consumption-framed content (anti-hauls) generates more views, more dislikes (and less dislikes) and more comments, as customer engagement components, than pro-consumption-framed content (hauls).

Design/methodology/approach

Based on 160 videos published on YouTube by 80 influencers on their respective channels, this study mainly analyses whether there are differences between anti-consumption and pro-consumption content in the various elements that constitute customer engagement (i.e. number of views, likes, dislikes and comments).

Findings

Results indicate that there are differences between anti-consumption and pro-consumption content in terms of total number of views, likes, dislikes and comments. All these customer engagement components are higher for anti-consumption-framed videos, which offers interesting implications for both theory and practice.

Originality/value

This study extends previous literature by accounting content published by social media influencers on their social media accounts, instead of analysing the most traditionally studied content that is published by brands on their own social media; and classifying this content as anti/pro-consumption rather than using the traditional dichotomy between transactional/emotional content. Brands should pay special attention to the content generated by social media influencers because it is a powerful form of electronic word-of-mouth that currently plays a significant role in customers’ (non)purchase decisions.

Details

Journal of Research in Interactive Marketing, vol. 15 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

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Article
Publication date: 31 October 2018

Mohammad Saud Khan, Djavlonbek Kadirov, Ahmet Bardakci, Rehan Iftikhar, Tamer Baran, Murat Kantar and Nazan Madak

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.

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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

Originality/value

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.

Details

British Food Journal, vol. 121 no. 1
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 15 November 2011

Abdelmajid Amine and Yohan Gicquel

The purpose of this paper is to address an under‐researched issue in marketing, atypical consumption behaviours. More particularly it focuses on the deviant behaviours of…

Abstract

Purpose

The purpose of this paper is to address an under‐researched issue in marketing, atypical consumption behaviours. More particularly it focuses on the deviant behaviours of consumers in a commercial or consumption situation and on their reactions in regard to the market system.

Design/methodology/approach

Drawing on multidisciplinary literature, this work articulates the concepts of deviance, resistance and anti‐consumption. It looks at the interactions between these concepts and positions deviant, resistant and anti‐consumption behaviours in relation to the norm.

Findings

Through the notion of deviance, the research provides a new framework clearly differentiating and articulating the concepts of resistant and anti‐consumption behaviours. This integrative framework is sufficiently flexible and broad to cover and position the various behaviours and practices involving consumption rejection, opposition and avoidance.

Originality/value

This contribution answers a need for theoretical clarification of consumers' behaviours that challenge and oppose the market system and culture of consumption. By mobilising the concept of deviance, this research provides an original topological model that increases understanding and positions the concepts of resistant and anti‐consumption behaviours around the notion of social norm.

Details

European Journal of Marketing, vol. 45 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 31 July 2018

Petek Tosun and Merve Yanar Gürce

Controversies about meat consumption mainly stem from health and environmental concerns, and as a result a substantial number of consumers avoid consuming meat. Meat…

Abstract

Purpose

Controversies about meat consumption mainly stem from health and environmental concerns, and as a result a substantial number of consumers avoid consuming meat. Meat anti-consumption is a central topic in nutrition, and a relevant issue for consumer studies. The purpose of this paper is to understand why and how consumers avoid meat consumption.

Design/methodology/approach

A content analysis of web forums was conducted.

Findings

Meat avoiders think that meat is unhealthy and expensive. Other reasons for meat anti-consumption include concerns associated with lifestyle and sustainability, but the prevalence of these factors is considerably lower than health and economic concerns.

Research limitations/implications

Attitudes toward all kinds of meat were evaluated in the forum data. Further studies can be conducted on separate preferences for red or white meat. Since these data were collected from web forums in Turkey, research can also be extended to other countries.

Practical implications

Regarding health and sustainability concerns, consumer trust in producers and consumer consciousness about the environment may be improved by social marketing. To address lifestyle concerns, marketers can provide meatless offerings in convenient servings.

Originality/value

This study provides a coherent four-dimensional conceptual framework about the motives for meat anti-consumption, focusing on sustainability, personal health, economic concerns and lifestyle.

Details

British Food Journal, vol. 120 no. 10
Type: Research Article
ISSN: 0007-070X

Keywords

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