Cherrier, Helene; Black, Iain R.; Lee, Mike - In: European Journal of Marketing 45 (2011) 11/12, pp. 1757-1767
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...