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

Kuanr, Abhisek, Israel, Duraipandian, Pradhan, Debasis and Chaudhuri, Himadri Roy (2021) Can we anti-consume our way to sustainability? Finding answers at the intersection of cultural values. Journal of Consumer Behaviour, 20 (5). pp. 1051-1064. ISSN 14791838

[thumbnail of JCB2021.pdf] Text
JCB2021.pdf - Published Version
Restricted to Repository staff only

Download (988kB) | Request a copy


Anti-consumption behaviours are frequently seen as an effective way for an individual to mitigate harm done to the natural world and foster sustainability. Despite explicit calls to investigate the drivers of anti-consumption behaviours, the effect of cultural values on anti-consumption remains under-researched. Our research examines the influence of two antecedents, cultural values (individualism and collectivism), and self-efficacy on anti-consumption behaviours in an emerging country setting. Our results indicate that cultural values influence anti-consumption behaviours. Consistent with our expectations, we found that collectivistic values positively influenced anti-consumption behaviours. This relationship remained valid across anti-consumption behaviours, such as voluntary simplicity and brand avoidance. Furthermore, beyond our initial expectation, this study demonstrated a positive indirect relationship between individualism and anti-consumption, which is activated through the self-efficacy pathway. These findings suggest that approaches for managing anti-consumption behaviour do not work equally well in all cultures, and that managers may need to fine-tune their international marketing strategies to ensure their effectiveness.

Item Type: Article
Keywords: Anti-consumption behaviours | Individualism
Subjects: Social Sciences and humanities > Business, Management and Accounting > General Management
Social Sciences and humanities > Social Sciences > Cultural Studies
JGU School/Centre: Jindal Global Business School
Depositing User: Mr. Syed Anas
Date Deposited: 23 Dec 2021 11:47
Last Modified: 23 Dec 2021 11:47
Official URL:
Additional Information: Many thanks to Pooja Roy Chowdhury for helping format an earlier version of this manuscript.


Downloads per month over past year

Actions (login required)

View Item
View Item