Purpose – The purpose of this paper is to illustrate the potential of material‐semiotic ontology to the field of anti‐consumption research. Design/methodology/approach – The paper's approach is multi‐site ethnography, following a consumer object, the Omlet Eglu, to trace a field of...

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...

Purpose – This paper aims to investigate collective identity construction process and applicability of resistance dimensions to the Freegan phenomenon. Design/methodology/approach – Data triangulation approach combines netnography of the Freegan online discourses, and content analysis of...

Purpose – This paper aims to examine how dumpster divers' practices and tension‐resolution strategies facilitate their construction of resistant‐consumer identities outside the dominant paradigm of consumer choice. Design/methodology/approach – Interview data were interpreted with the...

Purpose – Given the variety of approaches characterising the research area of anti‐consumption and consumer resistance, the purpose of this paper is to conduct a literature review to explore the structure of this interesting research domain and to better understand its origins, current state...

Purpose – The purpose of this paper is to address an under‐researched issue in marketing, atypical consumption behaviours. More particularly it focuses on the deviant behaviours of consumers in a commercial or consumption situation and on their reactions in regard to the market system....