In this introductory editorial we briefly discuss anti-consumption research and society, the focus of this special issue of the Journal of Macromarketing. We then introduce the four peer reviewed articles and two invited commentaries that comprise the special issue, and conclude with future research opportunities.
CherrierHélèneSzubaMathildeOzcaglar-ToulouseNil (2012), “Barriers to Downward Carbon Emission: Exploring Sustainable Consumption in Face of the Glass Floor,”Journal of Marketing Management, 28 (3-4), 397–419.
LeeMichael S. W.RouxDominiqueCherrierHélèneCovaBernard (2011), “Anti-Consumption and Consumer Resistance: Concepts, Concerns, Conflicts and Convergence,”European Journal of Marketing, 45(11/12), 1680–1687.
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LeeMichael S. W.FernandezKarenHymanMichael R. (2009), “Anti-consumption: An Overview and Research Agenda,”Journal of Business Research, 62 (2), 145–147.
