A critical look at marketing and consumer society: A qualitative model of anti-consumerism

A few protests that lately happened around the globe has again showed us that a big cluster of people exist going against the systems considered anti-democratic and unethical. Some of these protesters raise their voices against destructive shopping centers, some criticize fee increases in public transportation, and some others occupy the space, which is known to be ruled by the 1% cream-top elites. Considerable amount of objection occurs in the area of consumerism too. And the study you are reading is focusing on an authentic group of consumers, anti-consumerists, who oppose to the harming, destructing, humiliating and othering aspects of consumption. The research stage of the study utilized the grounded theory methodology. 14 anti-consumerists living in different cities of Turkey participated in the research. Having diversified backgrounds and coming from different generations, these participants proved to be highly aware of the dynamics of conventional marketing and consumption system, portraying a homogenized set of values in terms of consumption practices. The qualitative model that emerged at the end of the research study provides the reader with detailed information about the transformation process of anti-consumerism, as well as with purposes and consumption behaviors of anti-consumerists. The course of action study offers is that functionality, rational value, productivity and ethical value should be deemed by marketers highly important, specifically in the process of product development and of pricing. And building artificial/unethical image and conducting unethical promotion should be avoided as if they were deadly sins. Another important finding is that anti-consumerists could be considered an invaluable resource and clientele for the State and non-profit organizations, playing key roles for social progress. Keywords: Anti-consumerism, Anti-consumption, Capitalism, Consumer society, Marketing