Anti-Consumption Scale

What it measures

Measures three dimensions of anti-consumption orientation — deliberate and voluntary reduction or rejection of consumption. Voluntary Simplicity captures choosing to live with less as a value-driven lifestyle — downshifting and minimalism. Avoidance captures purposeful avoidance of specific brands or companies for ethical or political reasons. Activist Rejection captures active opposition to consumerism and consumer culture — political consumerism and advocacy against overconsumption. Anti-consumption has emerged as a significant consumer segment and theoretical counterweight to mainstream consumer research.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

• I try to reduce my overall level of consumption.
• I deliberately try to buy less.
• I question whether I really need something before I buy it.
• I try to consume in a way that minimises my environmental impact.
• I avoid buying things just because everyone else has them.
• I resist commercial pressure to buy things I don't need.
• I try to live a simpler life with fewer possessions.
• I am critical of consumer culture and materialism.
• I try to reject brands that I associate with negative values.
• I actively choose not to consume certain products for ethical reasons.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Three subscale scores. Voluntary Simplicity is most prevalent in general population samples. Activist Rejection is highest among politically progressive, highly educated consumers and predicts brand boycott participation. Anti-consumption orientation negatively predicts compulsive buying, materialism, and status consumption.

Recommended companion scales

Citation

Lee, M.S.W., Fernandez, K.V., & Hyman, M.R. (2009). Anti-consumption: An overview and research agenda. Journal of Business Research, 62(2), 145–147.

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