Intentional non‐consumption for sustainability: Consumer resistance and/or anti‐consumption? Available to Purchase

This paper aims to contribute to the special issue theme by analysing intentional non‐consumption through anti‐consumption and consumer resistance lenses.

A total of 16 in‐depth interviews with women who intentionally practise non‐consumption for sustainability were completed.

Two major themes where identified: I versus them: the careless consumers, and The objective/subjective dialectic in mundane practices.

While it is tempting to delineate one concept from another, in practice, both anti‐consumption and consumer resistance intersect and represent complementary frameworks in studying non‐consumption.