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

Share Proceeding

Featured papers

See More


People Overpredict the Benefit of Using Expensive Items and Appearing Rich in Friend-Making

Xilin Li, University of Chicago, USA
Christopher Hsee, University of Chicago, USA

Read More


Guilt Undermines Consumer Willingness to Buy More Meaningful Time

Ashley V. Whillans, Harvard Business School, USA
Elizabeth W. Dunn, University of British Columbia, Canada

Read More


Contested and Confused: The Influence of Social Others in Disrupting Body Projects

Aphrodite Vlahos, University of Melbourne, Australia
Marcus Phipps, University of Melbourne, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.