The era of anti-consumption in New Zealand: An investigation of anti-consumer motivations, attitudes and behaviours : A thesis submitted in partial fulfilment of the requirements for the Degree of Master of Commerce and Management at Lincoln University

Abstract

In recent times, consumer engagement in anti-consumption movements is on the rise, while unsustainable levels of consumption have become a concerning problem in society. Literature divides anti-consumption practices into two meta-groups: Pro-social, encompassing conscientious, green and sustainable consumption, where consumer behaviour does not necessarily translate into a reduction of consumption; and reasons against consumption (RAC) meta-group, where individuals have a noticeable aim to reduce or restrict their consumption. By using a mixed-method approach for data collection, the current study investigates the RAC and its intersections with motivations, attitudes and behaviours (MAB) of anti-consumers that are consciously reducing, restricting, rejecting or refusing consumption, labelled as the 4R’s. When analysing these practices from 281 anti-consumers in New Zealand, results show convincing connections between demographics and anti-consumption, most noticeably regarding age, level of education and income. It also demonstrates anti-consumers’ complexity, with their MAB presenting a variety of levels of strength, breadth and durability. Most importantly, the research proposes and implements important steps towards the measurement of tangible aspects of anti-consumption, which might assist in future investigations of the phenomena.