This essay explores sustainable consumption and considers possible roles for marketing and consumer researchers and public policy makers in addressing the many sustainability challenges that pervade the planet. Future research approaches to this interdisciplinary topic must be comprehensive and systematic and would benefit from a variety of different perspectives. There are several opportunities for further research; the authors explore three areas in detail. First, they consider the inconsistency between the attitudes and behaviors of consumers with respect to sustainability. Second, they broaden the agenda to explore the role of individual citizens in society. Third, they propose a macroinstitutional approach to fostering sustainability. For each of these separate, but interrelated, opportunities, the authors examine the area in detail and consider possible research avenues and public policy initiatives.

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proactive environmental strategy, entre-preneurial orientation, resource-based view, legitimacy theory, institutional pressure, stakeholder theory, natural environment,

While the literature on anti‐consumption is rich and growing, there is still a lack of understanding among consumer researchers regarding why consumers choose to avoid consumption. This study seeks to extend the literature by exploring whether a group of consumers who reduce consumption through choosing to share rather than own are motivated by anti‐consumption reasons. The authors use quantitative data from 397 toy library members to explore why members choose to participate in this form of sharing. The study reveals four groups – Socialites, Market Avoiders, Quiet Anti‐Consumers and Passive Members. The Socialites enjoy the social benefits of active participation in their library. The Market Avoiders also perceived social and community benefits, are interested in sharing and are the least materialistic of the groups. The Quiet Anti‐Consumers feel a sense of belonging to their toy library and hold strong anti‐consumption, frugality and sharing values. The Passive Members are not socially involved, nor did they hold strong anti‐consumption values. Thus, the authors find evidence that sharing may be one possible alternative market structure that may be adopted by anti‐consumption consumers. Copyright © 2010 John Wiley & Sons, Ltd.

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