Exploring the relationship between anti-consumption and consumerism

Abstract

The present article theoretically discusses the relationship between anti-consumption and consumerism. The article starts with a general review of the most critical aspects of both concepts and concludes with a conceptual discussion of the link and interrelationships between the two. This includes a review on anti-consumption manifestations and the related concepts of brand avoidance, politically motivated brand rejection, resistance to consumption, the link between anti-consumption and self-identity and a discussion of involuntary anti-consumption. The article then moves to analyze consumerism, including its relationships with the marketing concept, political consumerism, ethical consumerism and how the concept of consumerism has been framed within the mainstream theories of consumers’ role in free market systems. [...]