What is anti-consumption and consumer wellbeing?
Anti-consumption means against consumption, yet the word is not
synonymous with alternative, conscientious, ethical, sustainable, or
green consumption. While these terms describe various forms of
pro-social consumption; anti-consumption, on the other hand, focuses on
phenomena that researchers traditionally have ignored.
Consumer
research predominately focuses on the approach aspects of consumer
behaviours and attitudes; for instance, why people choose a product or
brand. In contrast, anti-consumption research focuses on why consumers
avoid certain products or brands. Although a complete understanding of
our consumption-driven society requires study of approach and avoidance
phenomenon, the latter has received less focus.
Anti-consumption
need not be contrary to business success or enhanced quality of life,
nor need it interfere with societal and business progress. Enhanced
quality of life depends on improving both the quantity and quality of
consumption; thus, anti-consumption is not an inherent economic threat.
Business practitioners and academicians should view acts of
anti-consumption as opportunities to learn about ourselves, our
products, our practices, and our society.
Physicians who
understand health but not illness cannot treat their patients
successfully; similarly, business scholars who only study successful
companies may never understand what causes unsuccessful companies.
Therefore, study of anti-consumption completes our understanding of
consumers and society.