A Bibliometric Analysis of the Past Three Decades of Anti-Consumption and Consumer Resistance Research

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School of Business | Bachelor's thesis
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Date

2024

Department

Markkinoinnin laitos

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Mcode

Degree programme

Markkinointi

Language

en

Pages

36 + 18

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Abstract

This thesis is based on a bibliometric analysis of academic journal articles spanning the last 30 years of anti-consumption and consumer resistance research. It explores these phenomena from individual consumer perspectives and within broader consumer culture and managerial frameworks. The analysis reveals a notable increase of anti-consumption and consumer resistance research post-2009, with a consistent number of publications thereafter. Through qualitative thematic analysis this thesis uncovers motivations behind anti-consumption and consumer resistance, including the desire to express individual or collective identity, values, and reasons related to environmental, ethical, and political considerations, along with innovation resistance. Notably, it highlights a growing research focus on the potential of anti-consumption for environmental sustainability. This thesis aims to provide a comprehensive and cohesive overview of the research on the topic. Furthermore, it delivers theoretical and managerial implications and suggests future research directions.

Description

Thesis advisor

Mikkonen, Ilona

Keywords

anti-consumption, consumer resistance, consumer behaviour, identity, environmental sustainability, political consumerism, innovation resistance

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https://urn.fi/URN:NBN:fi:aalto-202401281946

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[kand] Kauppakorkeakoulu / BIZ