Anti-Consumption: Now on Sale

This research uses the theoretical lens of market mythology to illuminate how and why an anti-consumption lifestyle (voluntary simplicity) is being refashioned into a contemporary consumption phenomenon (simple living). Voluntary simplicity is defined as a lifestyle of minimal, ethical, and ecological consumption. Simple living is conceptualized as a market mythology consisting of six myths: the myth of less, the myth of consumer goods and consumption activities as pathology, the ecological and ethical consumption mythology, the myth of work-life balance and the demythologizing of money, the myth of individual agency, and the myth of community loss and gain.



Citation:

Ahir Gopaldas (2008) ,"Anti-Consumption: Now on Sale", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 730-731.

Authors

Ahir Gopaldas, York University, Canada



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Understanding Consumer Sensory Preferences: An Ethnographic Investigation of Sensory Flamboyance and Subtlety in India

Tanuka Ghoshal, Baruch College, USA
Russell W. Belk, York University, Canada

Read More

Featured

Situation Neglect Underlies Both Psychological Myopia and Psychological Hyperopia

Sarah Wei, University of Warwick
Christopher Hsee, University of Chicago, USA

Read More

Featured

Is CSR for Sale? Investigating the Effects of Acquisition of Socially Responsible Brands on CSR Perceptions

Bianca Grohmann, Concordia University, Canada
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada

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.