Purpose and object of anti-consumption
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.
Year of publication: |
2009
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Authors: | Iyer, Rajesh ; Muncy, James A. |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 62.2009, 2, p. 160-168
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Publisher: |
Elsevier |
Keywords: | Anti-consumption Self-actualization Assertiveness Self-consciousness Global impact consumers Simplifiers |
Saved in:
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