Increasing numbers of consumers reject specific brands or specific product categories; others refuse to purchase from specific retailers and/or multi-nationals; some even attempt to resist the market altogether. The above phenomenon is known by the term anti-consumption and refers to a continuum of responses that consumers have towards traditionally marketed products, ranging from non-consumption to active rejection. A literature review was conducted in order to explore the structure of this interesting research domain to better understand its origins, current state of development, and future trends. The study tries to capture, through the formal quantitative technique of author co-citation analysis (ACA), the former and present structure of the anti-consumption field of inquiry. Two levels of analysis, seven clusters of research and five theoretical approaches were acknowledged. Results show that despite the literature being fragmented and showing a lack of consensus, we are facing a development of the research frontier by enlarging the number of approaches used for understanding the anti-consumption phenomenon. The structure is examined and implications for the future development of anti-consumption research are discussed.
Keywords: Anti-consumption, bibliometrics, co-citation analysis, consumer resistance