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1. Introduction
Marketing scholars often research sustainability by looking at consumers' preference for environmentally friendly choices. However, non-consumption also plays a key role in sustainability. For example, consumers can choose not to consume products/brands that harm the environment or are incompatible with their ideology on conservation ([16] Sandikci and Ekici, 2009). The underlying notion of these non-consumption practices is that the consumer is concerned about "the effects that a purchasing choice has, not only on themselves, but also on the external world" ([7] Harrison et al. , 2005).
Non-consumption is a broad phenomenon which we classify in three ways (3 I's): "intentional non-consumption" resulting from a decision not to consume something, "incidental non-consumption" resulting from choice towards a preferred alternative (e.g. when a person chooses one brand over others, non-consumption of those unconsidered brands occurs), and "ineligible non-consumption" that results when a person cannot act as a consumer for a particular product (e.g. an underage person not eligible for certain types product/services). This study focuses on "intentional non-consumption" and the way it is manifested in pursuit of sustainability. Specifically, we ask which concept helps us understand intentional non-consumption better; anti-consumption, consumer resistance, or both?
Our question directly relates to this special issue, which aims to clarify the notions of anti-consumption and consumer resistance. This study critically reflects on each concept by analysing 16 narratives from women who have chosen to live more sustainably. In addition to helping us understand practices of intentional non-consumption, this research shows that, although consumer resistance and anti-consumption are enacted in different conceptual sites, using each framework simultaneously offers valuable insights on intentional non-consumption activities.
2. Literature review
2.1 Anti-consumption for sustainable development
The literature shows consensus in describing anti-consumption as "a resistance to, distaste of, or even resentment of consumption" ([20] Zavestoski, 2002). While the term may be taken literally as against consumption in general (a macro perspective), a more practical view (micro perspective) of anti-consumption focuses on specific acts against consumption, which, we argue, relate to a person's self-identity project. This latter position does not preclude researchers from studying anti-consumption as a lifestyle or a practice operating within the system of consumer culture and capitalism. For example, research on voluntary simplicity shows anti-consumption as a lifestyle driven by a...