Anti-consumption as part of living a sustainable lifestyle: Daily practices, contextual motivations and subjective values

Black, I and Cherrier, H 2010, 'Anti-consumption as part of living a sustainable lifestyle: Daily practices, contextual motivations and subjective values', Journal of Consumer Behaviour, vol. 9, no. 6, pp. 437-453.


Document type: Journal Article
Collection: Journal Articles

Title Anti-consumption as part of living a sustainable lifestyle: Daily practices, contextual motivations and subjective values
Author(s) Black, I
Cherrier, H
Year 2010
Journal name Journal of Consumer Behaviour
Volume number 9
Issue number 6
Start page 437
End page 453
Total pages 17
Publisher John Wiley and Sons
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.
Subject Marketing not elsewhere classified
DOI - identifier 10.1002/cb.337
Copyright notice © 2010 John Wiley and Sons, Ltd.
ISSN 1472-0817
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Citation counts: TR Web of Science Citation Count  Cited 109 times in Thomson Reuters Web of Science Article | Citations
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