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

Helene Cherrier, Iain R. Black, Mike Lee

    Research output: Contribution to journalArticlepeer-review

    162 Citations (Scopus)


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

    Design/methodology/approach – A total of 16 in-depth interviews with women who intentionally practise non-consumption for sustainability were completed.

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

    Originality/value – 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.
    Original languageEnglish
    Pages (from-to)1757-1767
    Number of pages11
    JournalEuropean Journal of Marketing
    Issue number11/12
    Publication statusPublished - 1 Jan 2011


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