Anti-Consumption Research: Exploring the Boundaries of Consumption

This paper describes evolution of the anti-consumption phenomenon from pre-historic times to modern counter-cultural ideology. Anti-consumption is then defined and the various topics that could be classified under anti-consumption research outlined. Two examples of anti-consumption behavior are discussed, the rejection of specific brands and of entire product categories. Finally, a newly developed initiative, ICAR is introduced. This paper in the special session provides a conceptual overview of anti-consumption and concludes by introducing two specific studies conducted by ICAR affiliates.


Michael S W Lee (2006) ,"Anti-Consumption Research: Exploring the Boundaries of Consumption", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 73-74.


Michael S W Lee, The University of Auckland Business School, New Zealand


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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