The antecedents of consumers' anticonsumption behaviors and sustainability: Evidence from emerging economy

Abstract

This study reveals prevalent antecedents of main anti-consumer groups, which are voluntary simplifiers, global impact consumers, anti-loyal consumers and market activists. In the theoretical framework, the impacts of ethnocentrism, religiosity, environmental and health consciousness upon each group. The empirical results of the study put forth important findings in terms of understanding anti-consumer groups in a more detailed way. This study also offers noteworthy implications for researchers and marketing managers in the light of significant relationships observed among latent variables. © Sila Science. All rights reserved. © 2014 Elsevier B.V., All rights reserved.