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Purpose and object of anti-consumption

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  • Iyer, Rajesh
  • Muncy, James A.

Abstract

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.

Suggested Citation

  • Iyer, Rajesh & Muncy, James A., 2009. "Purpose and object of anti-consumption," Journal of Business Research, Elsevier, vol. 62(2), pages 160-168, February.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:2:p:160-168
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    References listed on IDEAS

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