Conspicuous anticonsumption: When green demarketing brands restore symbolic benefits to anticonsumers

Abstract

This article introduces the concept of conspicuous anticonsumption and provides evidence that it can be an effective means for green demarketing brands to encourage anticonsumption. Conspicuous anticonsumption refers to practices whereby brands provide visible signals imbued with meaning that consumers use to convey environmental motivations for consumption reduction activities. Two experiments suggest that without a signal, observers perceive anticonsumers to have lower socioeconomic status. However, when a visible signal communicates environmental motivations for anticonsumption actions, negative status inferences are mitigated and perceptions of the associated brand become more favorable. These visible signals confer status and restore the symbolic benefits that are often lost when consumption is forgone. Because symbolic benefits are powerful drivers of consumption choices, conspicuous anticonsumption can appeal to a broader base of moderate consumers. This practice has the potential to reduce negative environmental impact on a societal level as well as have positive outcomes for the brand.Counter to the prosocial perspective taken in most anticonsumption literature and activist thinking, This study highlights the importance of focusing on the personal symbolic benefits and costs of anticonsumption at the individual level.

Why do consumers subvert brands? investigating the influence of subjective well‐being on brand avoidance

“…Similarly, gender seems to be a driver of anti‐consumption behaviors across domains (Sarabia‐Sánchez et al, 2014; Sharp et al, 2010). In addition, income has been found to be related to anti‐consumption attitudes and actions (Sekhon & Armstrong Soule, 2020). In our models, not adding these controls could have resulted in artificially inflated or decreased coefficients.…”

The Role of Moral Foundations, Anticipated Guilt and Personal Responsibility in Predicting Anti-consumption for Environmental Reasons

“…The area of anti-consumption is relevant, because it deals with the reasons for not engaging in consumption, which are clearly different from those in favour of consumption (Chatzidakis & Lee, 2013 ). Anti-consumption requires meaningful lifestyle changes and comes in different forms, varying in terms of actors, goals, targets, duration and intensity (Chatzidakis & Lee, 2013 ; Sekhon & Armstrong Soule, 2020 ). The main focus of anti-consumption studies has been on reducing, avoiding and rejecting consumption (García-de-Frutos et al, 2018 ; Lee et al, 2020 ).…”

Can we anti‐consume our way to sustainability? Finding answers at the intersection of cultural values

“…Extant literature indicates that voluntary simplicity and brand avoidance are widely accepted as means to shift to a more sustainable society (García‐de‐Frutos et al, 2018). Furthermore, researchers have highlighted the paucity of research on anti‐consumption at the consumer and brand levels, where such behaviour has the potential to lessen negative environmental impacts (Sekhon & Armstrong Soule, 2020). Further studies on voluntary simplicity and brand avoidance are therefore necessary.…”

“…When marketing researchers study sustainability, they focus primarily on consumer preference for eco‐friendly options (Cherrier et al, 2011). However, the reduction of consumption (or even anti‐consumption behaviour) plays a pivotal role with respect to environmental sustainability (Sekhon & Armstrong Soule, 2020). Extant literature concludes that anti‐consumption behaviour is often seen as an efficient, though less prevalent, way to minimise harm done to the natural environment (Soule & Reich, 2015).…”