Ethnocentrism, Religiosity, Environmental and Health Consciousness: Motivators for Anti-Consumers

This paper covers highlighting the importance of anti-consumer groups in today’s markets and several outstanding factors shaping their reaction against consumption, which are ethnocentrism, religiosity, environmental and health consciousness. A conceptual model is presented which examines the explaining power of ethnocentrism, religiosity, environmental and health consciousness upon voluntary simplifiers and global impact consumers. Data were collected through an e-questionnaire by sending posts to the anti-consumer websites. A total of 503 useable responses were retained for analysis. The analysis reveals that ethnocentrism, environmental and health consciousness have significant impacts upon anti-consumers. In addition, religiosity has a negative impact upon global impact consumers’ anti-consumption behavior. Raising sensitiveness to environmental and health consciousness and ethnocentrism with regards to dealing with anti-consumers enables companies to have sustainable competitive power. These consumers’ growing satisfaction contributes to consumer loyalty in addition to an increase in market share. Researches related to anti-consumers have traditionally emphasized their impacts upon companies’ profits and reputation. On the contrary, this study reveals the main motivations behind voluntary simplifiers and global impact consumers and puts forth a new perspective by presenting the findings related to anti-consumers in Turkey.