A counter movement of anti-consumption runs from the very beginning of mass-consumption societies. Four distinct types of anti-consumers, simplifiers, global impact consumers, market activists, and anti-loyal consumers, have emerged in recent years. The primary focus of anti-consumption research has been on market activists and anti-loyal consumers. This article focuses on the other two groups (i.e., the simplifiers and global impact consumers). The authors address the need for scale development to measure the general anti-consumption attitudes of these two groups. The goal is to improve the ability to identify anti-consumption attitudes and to gain a better understanding of how anti-consumption relates to other key constructs such as self-consciousness, self-actualization, and assertiveness.
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Volume (Year): 62 (2009) Issue (Month): 2 (February) Pages: 160-168 Download reference. The following formats are available: HTML
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