Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/28976
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Anti-consumption as part of living a sustainable lifestyle: daily practices, contextual motivations and subjective values
Author(s): Black, Iain R
Cherrier, Helene
Contact Email: iain.black@stir.ac.uk
Issue Date: Nov-2010
Citation: Black IR & Cherrier H (2010) Anti-consumption as part of living a sustainable lifestyle: daily practices, contextual motivations and subjective values. Journal of Consumer Behaviour, 9 (6), pp. 437-453. https://doi.org/10.1002/cb.337
Abstract: This research examines anti-consumption practices, motivations and values within attempts to live a more sustainable lifestyle. Sixteen women were interviewed and from their narratives, anti-consumption for sustainability was found to be practiced via acts of rejection, reduction and reuse. In addition, practices of anti-consumption for sustainability are constructed through the collaboration between the needs of the individual and the needs for environmental preservation. This perspective moves sustainable consumption away from a rational information processing and environmentally motivated choice to incorporate various subjective and individualistic needs and values. Hence, the challenge for sustainable marketers is to position sustainable practices along side self interested notions such as independence, beauty, quality or value for money.
DOI Link: 10.1002/cb.337
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