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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.

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.

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.

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.