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.

Representative items

• I deliberately try to buy less rather than more. (Voluntary Simplicity)
• I try to simplify my life by reducing the amount I consume. (Voluntary Simplicity)
• There are certain brands or products that I deliberately choose not to buy. (Avoidance)
• I have boycotted certain companies because I disagree with their practices. (Avoidance)
• I think consumer society encourages people to buy things they don't need. (Activist)

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.