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International Journal of Consumer Studies, 2025; 49:e70014
https://doi.org/10.1111/ijcs.70014
International Journal of Consumer Studies
ORIGINAL ARTICLE
Anti- Consumption Research: A Systematic Literature
Review and Research Agenda
Garima1 | DeepakSangroya1 | YatishJoshi2
1Jindal Global Business School, OP Jindal Global University, Sonipat, India | 2Indian Institute of Management Nagpur, Nagpur, India
Correspondence: Garima (garimarathi1205@gmail.com)
Received: 10 August 2023 | Revised: 12 December 202 4 | Accepted: 19 December 2024
Funding: The authors received no specific funding for this work.
Keywords: anti- consumption| consumer well- being| frugality| mortality salience| TCCM framework| voluntary simplicity
ABSTRACT
This research aims to address the fragmented perspectives in the literature on anti- consumption by conducting a systematic
literature review. The major goal is to offer an integrated and holistic understanding of the essential factors impacting consumer
behavior within the anti- consumption domain. By utilizing the SPAR- 4- SLR protocol, we examined 86 studies, encompassing
diverse theories, contexts, characteristics, and methodologies (TCCM). A conceptual framework that outlines the antecedents,
mediators, and outcomes of anti- consumption behavior was developed by combining variables in this study. The results highlight
the diverse factors shaping individuals' anti- consumption behaviors, shedding light on the complex dynamics that vary across
industries, cultures, and consumer segments. Additionally, this research has pinpointed neglected domains that have received
limited attention in this field and put forth pioneering pathways for future research by incorporating the TCCM framework.
Specifically, this research proposes potential future research directions, including exploring theories like social learning theory,
behavioral reasoning theory, and self- determination theory. Furthermore, we recommend employing advanced methodologies
like longitudinal studies, netnography, and neuromarketing to push the boundaries of knowledge in this field. By identifying
these theoretical and methodological gaps, the study makes a substantive contribution to advancing academic inquiry and prac-
tical applications in anti- consumption research.
1 | Introduction
The world has seen a remarkable rise in the consumption level
over time, driven by a pervasive culture of consumerism (Kaur
and Luchs2022). This increase in consumption has accelerated
the depletion of natural resources (Cherrier 2022), resulting
in social injustice in utilizing natural resources and seriously
threatening human well- being (Putri et al. 2023). Therefore,
it is imperative to reevaluate individuals' consumption pat-
terns to reduce their negative environmental impact (Hussain
etal.2023). Acknowledging the critical issue of overconsump-
tion, the United Nations developed sustainable development
goal 12 (SDG 12), “Responsible Consumption and Production,”
focussing on responsible consumption in fostering sustainable
economic growth, protecting the environment, and creating
social well- being (UNDP 2022; Gunawan, Permatasari, and
Tilt2020).
Existing literature focussing on consumers' environmentally
responsible consumption, largely focused on understanding
the motivations and traits of people who purchase and con-
sume green products (Black and Cherrier 2010; Chatzidakis
and Lee 2013). While green products and services contribute
to environmental sustainability, they may not be sufficient to
restrain the rapid environmental changes (Howard- Grenville
et al. 2014). Changing lifestyles and reducing consumption
levels may profoundly impact environmental preservation
(Zhan2024). In this context, “anti- consumption” has become a
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