N. Baptista, N. De Matos, M. Bagheri, J. Pereira


O desenvolvimento económico, a globalização e a busca da felicidade por parte do consumidor, têm sido apontados como os principais fatores associados ao consumo excessivo. Contraditório com o estilo de vista consumista que caracteriza as sociedades ocidentais contemporâneas, alguns consumidores estabelecem uma forma diferente de estar, recorrendo ao anticonsumo. Esta forma alternativa de encarar o mercado requer melhor compreensão, devido ao seu impacto nas políticas de marketing. O objetivo deste estudo consiste em discutir conceptualmente a relação entre o consumo e o anticonsumo e a sua influência no bem-estar e na felicidade do consumidor. Em segundo lugar, pretende-se desenvolver um modelo conceptual que explique a relação entre os conceitos de consumo, anticonsumo, materialismo e felicidade do consumidor. Tendo em vista os objetivos delineados, realiza-se uma revisão narrativa da literatura sobre anticonsumo e consumismo, com base na qual se constrói o modelo conceptual proposto. O modelo proposto adota a perspetiva hedónica ao considerar a felicidade como a avaliação subjetiva do bem-estar. Supõem-se que o consumo e o anticonsumo, quando moderados, podem contribuir para a felicidade do consumidor. Em oposição assume-se que formas extremas de consumismo e de anticonsumo apresentam efeitos negativos na avaliação subjetiva do bem-estar e felicidade pelo consumidor. 

Economic development, globalization and the consumer's pursuit of happiness have been identified as the main factors associated with excessive consumption. Contradictory to the consumerist style of life that characterizes contemporary Western societies, some consumers establish a different way of life, resorting to anti-consumption. This alternative way of looking at the market requires better understanding, due to its impact on marketing policies. The aim of this study is to conceptually discuss the relationship between consumption and anti-consumption and their influence on consumer well-being and happiness. Second, we intend to develop a conceptual model that explains the relationship between the constructs of consumption, anti-consumption, materialism, and consumer happiness. In view of the objectives outlined, a narrative review of the literature on anti-consumption and consumerism is carried out, based on which the proposed conceptual model is constructed. The proposed model adopts the hedonic perspective by considering happiness as the subjective evaluation of well-being. It is assumed that consumption and anti-consumption, when moderated, can contribute to consumer happiness. In contrast, it is assumed that extreme forms of consumerism and anti-consumption have negative effects on the subjective evaluation of well-being and happiness by the consumer.


Article visualizations:

Hit counter


anticonsumo, consumismo, materialismo, bem-estar, felicidade, modelo conceptual / anti-consumption, consumerism, materialism, well-being, happiness, conceptual model

Full Text:



Albinsson, P. A., Wolf, M., & Kopf, D. A. (2010). Anti-consumption in East Germany: Consumer resistance to hyperconsumption. Journal of Consumer Behaviour, 9, 412–425.

Aldahadha, B. (2023). Self-disclosure, mindfulness, and their relationships with happiness and well-being. Middle East Current Psychiatry, 30(1), 7.

Azevedo, A. (2020). Recognizing consumerism as an “illness of an empty soul”: A catholic morality perspective. Psychology and Marketing, 37(2), 250–259.

Balderjahn, I., Lee, M. S. W., Seegebarth, B., & Peyer, M. (2020). A Sustainable Pathway to Consumer Wellbeing. The Role of Anticonsumption and Consumer Empowerment. Journal of Consumer Affairs, 54(2), 456–488.

Banbury, C., Stinerock, R., & Subrahmanyan, S. (2012). Sustainable consumption: Introspecting across multiple lived cultures. Journal of Business Research, 65(4), 497–503.

Baptista, N. T., & Rodrigues, R. G. (2018). Clustering consumers who engage in boycotting: New insights into the relationship between political consumerism and institutional trust. International Review on Public and Nonprofit Marketing, 15(1), 87–104.

Basci, E. (2016). A Critical Look at “Marketing, Consumption, and Society” by Anti-Consumerists: A Qualitative and Interdisciplinary Model of Anti-Consumerism. International Journal of Marketing Studies, 8(5), 15.

Bastos, W., & Brucks, M. (2017). How and Why Conversational Value Leads to Happiness for Experiential and Material Purchases. Journal of Consumer Research, 44(3), 598–612.

Berkey, B. (2023). Ethical consumerism, human rights, and Global Health Impact. Developing World Bioethics.

Bhatt, A. (2014). Consumer Attitude towards Online Shopping in Selected Regions of Gujarat. Journal of Marketing Management, 2(2), 29–56.

Black, I. R., & Cherrier, H. (2010). Anti-consumption as part of living a sustainable lifestyle: Daily practices, contextual motivations and subjective values. Journal of Consumer Behaviour, 9(6), 437–453.

Bramall, R. (2015). The austerity larder: Mapping food systems in a new age of austerity. Journal of Consumer Culture, 15(2), 183–201.

Broeder, P. (2023). Self-disclosure and trust in the shared economy: a cross-cultural comparison. Tourism & Management Studies, 19(3), 73–82.

Brülde, B. (2007). Happiness theories of the good life. Journal of Happiness Studies, 8(1), 15–49.

Brunk, M. E. (1973). The Anatomy of Consumerism. Journal of Advertising, 2(1), 9–46.

Burroughs, J. E., & Rindfleisch, A. (2002). Materialism and well-being: a conflicting values perspective. Journal of Consumer Research, 29(3), 348–370.

Burskirk, R. H., & Rothe, J. T. (1970). Consumerism, patient empowerment and changing clinical work-patient awareness and treatment demands on the rise. Duodecim, 127(8), 777–783.

Chatzidakis, A., & Lee, M. S. W. (2012). Anti-consumption as the study of reasons against. Journal of Macromarketing, 33(3), 190–203.

Cherrier, H. (2009). Anti-consumption discourses and consumer-resistant identities. Journal of Business Research, 62(2), 181–190.

Cherrier, H., Black, I. R., & Lee, M. (2011). Intentional non‐consumption for sustainability. European Journal of Marketing, 45(11/12), 1757–1767.

Cossío-Silva, F. J., Revilla-Camacho, M. Á., Palacios-Florencio, B., & Benítez, D. G. (2019). How to face a political boycott: the relevance of entrepreneurs’ awareness. International Entrepreneurship and Management Journal, 15(2), 321–339.

Cravens, D. W., & Hills, G. E. (1970). Consumerism: A perspective for business. Business Horizons, 13(4), 21–28.

Cromie, J. G., & Ewing, M. T. (2009). The rejection of brand hegemony. Journal of Business Research, 62(2), 218–230.

Dalmoro, M., de Matos, C. A., & de Barcellos, M. D. (2020). Anticonsumption beyond consumers: The role of small organic producers in environmentally oriented anticonsumption. Psychology and Marketing, 37(2), 291–307.

Dholakia, U., Jung, J., & Chowdhry, N. (2018). Should I Buy This When I Have So Much?: Reflection on Personal Possessions as an Anticonsumption Strategy. Journal of Public Policy and Marketing, 37(2), 260–273.

Dolan, P., Peasgood, T., & White, M. (2008). Do we really know what makes us happy? A review of the economic literature on the factors associated with subjective well-being. Journal of Economic Psychology, 29(1), 94–122.

Doran, C. J. (2009). The Role of Personal Values in Fair Trade Consumption. Journal of Business Ethics, 84(4), 549–563.

Endres, K., & Panagopoulos, C. (2017). Boycotts, buycotts, and political consumerism in America. Research and Politics, 4(4), 1–8.

Ferrari, R. (2015). Writing narrative style literature reviews. Medical Writing, 24(4), 230–235.

Fraedrich, J., Farha, A. A., & Althawadi, O. (2021). Understanding consumerism within Western and Muslim based societies: Twitter usage of Saudi and American consumers. Journal for Global Business Advancement, 14(2), 192–215.

Galvin, R. S. (2007). Consumerism And Controversy: A Conversation with Regina Herzlinger. Health Affairs, 26(Suppl2), w552–w559.

Hemais, M. W., & Rodrigues, L. (2023). Is consumerism only what Philip Kotler says it is? A decolonial analysis on failures, hierarchies, and exclusions. Journal of Marketing Management, 39(2), 1–26.

Hendon, D. W. (1975). Toward a theory of consumerism. Business Horizons, 18(4), 16–24.

Hoffmann, S. (2011). Anti‐consumption as a means to save jobs. European Journal of Marketing, 45(11/12), 1702–1714.

Hogg, M. K., Banister, E. N., & Stephenson, C. A. (2009). Mapping symbolic (anti-) consumption. Journal of Business Research, 62(2), 148–159.

Hsee, C. K., Yang, Y., Li, N., & Shen, L. (2009). Wealth, Warmth, and Well-Being: Whether Happiness is Relative or Absolute Depends on Whether it is about Money, Acquisition, or Consumption. Journal of Marketing Research, 46(3), 396–409.

Hutter, K., & Hoffmann, S. (2013). Carrotmob and Anti-consumption: Same Motives but Different Willingness to Make Sacrifices? Journal of Macromarketing, 33(3), 217–231.

Iyer, R., & Muncy, J. A. (2009). Purpose and object of anticonsumption. Journal of Business Research, 62(2), 160–168.

Iyer, R., & Muncy, J. A. (2016). Attitude toward Consumption and Subjective Well-Being. Journal of Consumer Affairs, 50(1), 48–67.

Jaspers, E. D. T., Pandelaere, M., Pieters, R. G. M., & Shrum, L. J. (2023). Materialism and life satisfaction relations between and within people over time: Results of a three‐wave longitudinal study. Journal of Consumer Psychology, 33(3), 591–601.

Kaur, J. (2022). Environment is Not My Only Motivation for Anti-Consumption in Fashion Brands. International Journal of Social Ecology and Sustainable Development, 13(1), 1–12.

Kotler, P. (1972). What consumerism means for marketers. Harvard Business Review, 50(3), 48–57.

Kotler, P. (2020). Where Does Consumerism Stand Today? Journal of Creating Value, 6(2), 144–148.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0 - Technology for Humanity. John Wiley & Sons, Inc.

Kousi, S., Halkias, G., & Kokkinaki, F. (2023). Hedonic objects and utilitarian experiences: The overriding influence of hedonism in driving consumer happiness. Psychology and Marketing, 40(8), 1634–1645.

Kucuk, S. U. (2016). Consumerism in the digital age. Journal of Consumer Affairs, 50(3), 515–538.

Lee, H. J. (2021). Impact of the anticonsumption lifestyle on brand attitudes via green advertising: The moderating effect of message types. Innovative Marketing, 17(2), 58–68.

Lee, S. W., Dominique, R., Helene, C., & Bernard, C. (2011). Anti-consumption and consumer resistance: concepts, concerns, conflicts, and convergence. European Journal of Marketing, 45(11/12), 1680–1687.

Lee, W., & Ahn, C. S. Y. (2016). Anti-consumption, materialism, and consumer well-being. Journal of Consumer Affairs, 50(1), 18–47.

Legendre, T. S., Yu, H. (Chandler), Ding, A., & Madera, J. M. (2022). Boycotting Asian restaurants: The effect of mortality salience, contagion name, and media exposure on boycotting. International Journal of Hospitality Management, 107(September), 103333.

Liu, Y., Zhao, X., & Liu, Y. (2018). Stress and unethical consumer attitudes: The mediating role of construal level and materialism. Personality and Individual Differences, 135, 85–91.

Mak, V. S. W., & Poon, A. K. Y. (2023). Digital activism and citizenship: a case study of “yellow” food influencers and political consumerism in Hong Kong. Food, Culture and Society.

Millar, M., & Thomas, R. (2009). Discretionary activity and happiness: The role of materialism. Journal of Research in Personality, 43(4), 699–702.

Mittelstaedt, J. D., Shultz, C. J., Kilbourne, W. E., & Peterson, M. (2014). Sustainability as Megatrend: Two Schools of Macromarketing Thought. Journal of Macromarketing, 34(3), 253–264.

Nobre, H., Kumar, A., Kastanakis, M. N., & Paul, J. (2022). Consumers’ relationship with mass prestige brands and happiness. European Management Review, 20(2), 306–325.

Odou, P., & Pechpeyrou, P. (2011). Consumer cynicism: From resistance to anti-consumption in a disenchanted world? European Journal of Marketing, 45(11/12), 1799–1808.

O’Shaughnessy, J., & Jackson O’Shaughnessy, N. (2007). Reply to criticisms of marketing, the consumer society and hedonism. European Journal of Marketing, 41(1/2), 7–16.

Rim, H., Lee, Y. A., & Yoo, S. (2020). Polarized public opinion responding to corporate social advocacy: Social network analysis of boycotters and advocators. Public Relations Review, 46(2), 101869.

Rosenberg, L. J. (1975). Retailers’ responses to consumerism. Business Horizons, 18(5), 37–44.

Ryan, R. M., & Deci, E. L. (2001). On Happiness and Human Potentials: A Review of Research on Hedonic and Eudaimonic Well-Being. Annual Review of Psychology, 52(1), 141–166.

Ryff, C. D. (1995). Psychological Well-Being in Adult Life. Current Directions in Psychological Science, 4(4), 99–104.

Schnebelen, S., & Bruhn, M. (2018). An appraisal framework of the determinants and consequences of brand happiness. Psychology & Marketing, 35(2), 101–119.

Seegebarth, B., Woisetschläger, D. M., Sohn, S., & Frenser, V. (2023). Determinants of Consumers’ Intentions to Reduce Air Travel. Journal of Travel Research.

Shaw, E. H., & Jones, D. G. (2005). A history of schools of marketing thought. Marketing Theory, 5(3), 239–281.

Shaw, E. H., Lazer, W., & Pirog, S. F. (2007). Wroe Alderson: father of modern marketing. European Business Review, 19(6), 440–451.

Trentmann, F. (2004). Beyond consumerism: New historical perspectives on consumption. Journal of Contemporary History, 39(3), 373–401.

Tugce, O. Ç. (2022). Revisiting the Recent History of Consumer Behavior in Marketing Journals: A Topic Modeling Perspective. Review of Marketing Science, 20(1), 113–145.

Van Boven, L., & Gilovich, T. (2003). To Do or to Have? That is the Question. Journal of Personality and Social Psychology, 85(6), 1193–1202.

Yani‐de‐Soriano, M., & Slater, S. (2009). Revisiting Drucker’s theory: Has consumerism led to the overuse of marketing? Journal of Management History, 15(4), 452–466.

Yener, D. (2014). Consumer Boycotts as a Consequence of Consumerism. In H. Kaufmann & M. Panni (Eds.), Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices (pp. 458–471). Business Science Reference.

Zavestoski, S. (2002). The social-psychological bases of anticonsumption attitudes. Psychology and Marketing, 19(2), 149–165.



  • There are currently no refbacks.

Copyright (c) 2023 N. Baptista, N. De Matos, M. Bagheri, J. Pereira

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing GroupAll rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and  Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.