A Revisited Concept of Anti-Consumption for Marketing
Emre Basci

Abstract
A big part of the world appears to be living in the era of consumption backed by economic policies of western states and by their large corporations. To some authors, the abundant choices made available through capitalization and globalization add positive and special meanings to consumers’ lives. Some, on the other hand, claim that such a transformation brings along unhappiness and disillusionment to people. While many people seem to feel exhilarated with the power of consumption, an authentic group of people prefer to go against the flow. We call them anti-consumerists. The aim of this study is to come up with a holistic definition and a brand-new classification of anti-consumption. The study, overall, provides important insights about anti-consumerists, a little-known group, aiming to help marketers synchronize their efforts with the segment.

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