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Anti-consumption discourses and consumer-resistant identities


  • Cherrier, Hélène


This article presents the analysis of two dominant anti-consumption discourses (the voluntary simplicity discourse and the culture jammer discourse) to show the importance of anti-consumption practices in the construction of consumer identities. Specifically, two consumer-resistant identities are presented: a hero identity and a project identity. Each resistant identity is produced by, and produces, overreaching cultural discourses against consumer culture, namely resistance to exploitative consumption and resistance to positional consumption. In addition, each identity expresses resistance either in terms of political consumption for an outer change or in terms of creative consumption directed toward an inner change. By stressing the importance of hero resistant identities and project resistant identities, this article offers the concept of identity formation as central rather than peripheral to the development of consumer resistance.

Suggested Citation

  • Cherrier, Hélène, 2009. "Anti-consumption discourses and consumer-resistant identities," Journal of Business Research, Elsevier, vol. 62(2), pages 181-190, February.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:2:p:181-190

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    References listed on IDEAS

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    Cited by:

    1. Michael S. W. Lee & Christie Seo Youn Ahn, 2016. "Anti-consumption, Materialism, and Consumer Well-being," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 18-47, March.
    2. Endo, Takahiro & Tsuboyama, Yuki & Hara, Yoritoshi, 2016. "Beyond taxation: Discourse around energy policy in Japan," Energy Policy, Elsevier, vol. 98(C), pages 412-419.
    3. Hackley, Chris & Bengry-Howell, Andrew & Griffin, Christine & Szmigin, Isabelle & Mistral, Willm & Hackley, Rungpaka Amy, 2015. "Transgressive drinking practices and the subversion of proscriptive alcohol policy messages," Journal of Business Research, Elsevier, vol. 68(10), pages 2125-2131.
    4. Hélène Cherrier, 2016. "Material Presence and the Detox Delusion: Insights from Social Nudism," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 100-123, March.
    5. Clinton Amos & Nancy Spears & Iryna Pentina, 2016. "Rhetorical Analysis of Resistance to Environmentalism As Enactment of Morality Play between Social and Ecological Well-Being," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 224-259, March.
    6. Peyer, Mathias & Balderjahn, Ingo & Seegebarth, Barbara & Klemm, Alexandra, 2017. "The role of sustainability in profiling voluntary simplifiers," Journal of Business Research, Elsevier, vol. 70(C), pages 37-43.
    7. Banbury, Catherine & Stinerock, Robert & Subrahmanyan, Saroja, 2012. "Sustainable consumption: Introspecting across multiple lived cultures," Journal of Business Research, Elsevier, vol. 65(4), pages 497-503.
    8. Nepomuceno, Marcelo Vinhal & Laroche, Michel, 2015. "The impact of materialism and anti-consumption lifestyles on personal debt and account balances," Journal of Business Research, Elsevier, vol. 68(3), pages 654-664.
    9. Wiedmann, Klaus-Peter & Hennigs, Nadine & Pankalla, Lars & Kassubek, Martin & Seegebarth, Barbara, 2011. "Adoption barriers and resistance to sustainable solutions in the automotive sector," Journal of Business Research, Elsevier, vol. 64(11), pages 1201-1206.
    10. Sussan, Fiona & Hall, Richard & Meamber, Laurie A., 2012. "Introspecting the spiritual nature of a brand divorce," Journal of Business Research, Elsevier, vol. 65(4), pages 520-526.
    11. Nguyen, Hieu P. & Chen, Steven & Mukherjee, Sayantani, 2014. "Reverse stigma in the Freegan community," Journal of Business Research, Elsevier, vol. 67(9), pages 1877-1884.
    12. Ulusoy, Emre, 2016. "Subcultural escapades via music consumption: Identity transformations and extraordinary experiences in Dionysian music subcultures," Journal of Business Research, Elsevier, vol. 69(1), pages 244-254.
    13. Vallaster, Christine & von Wallpach, Sylvia, 2013. "An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation," Journal of Business Research, Elsevier, vol. 66(9), pages 1505-1515.
    14. Millan, Elena & De Pelsmacker, Patrick & Wright, Len Tiu, 2013. "Clothing consumption in two recent EU Member States: A cross-cultural study," Journal of Business Research, Elsevier, vol. 66(8), pages 975-982.
    15. Murat Hakan Altintas & Bahar F. Kurtulmusoglu & Hans Ruediger Kaufmann & Serkan Kilic, 2013. "Consumer boycotts of foreign products: a metric model," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(34), pages 485-504, June.
    16. Monika Kavaliauske & Edita Simanaviciute, 2015. "Brand Avoidance: Relations Between Brand-Related Stimuli And Negative Emotions," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 6(1).
    17. repec:kap:jbuset:v:143:y:2017:i:3:d:10.1007_s10551-015-2792-0 is not listed on IDEAS
    18. S. Umit Kucuk, 2016. "Exploring the Legality of Consumer Anti-branding Activities in the Digital Age," Journal of Business Ethics, Springer, vol. 139(1), pages 77-93, November.
    19. Thomas Anker & Peter Sandøe & Tanja Kamin & Klemens Kappel, 2011. "Health Branding Ethics," Journal of Business Ethics, Springer, vol. 104(1), pages 33-45, November.
    20. Marcelo Vinhal Nepomuceno & Michel Laroche, 2016. "Do I Fear Death? The Effects of Mortality Salience on Anti-Consumption Lifestyles," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 124-144, March.
    21. Marco Galvagno & Sonia C. Giaccone, 2015. "Second-hand shopping. analisi delle motivazioni d’acquisto e implicazioni per la distribuzione," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2015(1), pages 123-147.


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