Anticonsumption Consciousness in Pursuit of Sustainability

Traditionally, the field of anticonsumption tends to be focused on consumers who collectively, in varying degrees, express their opposition by engaging in nonpurchase or responsible purchasing practices. In this article, the author is interested in anticonsumption starting at the end stage of consumption, when people become aware of and opposed to one of the corollaries of consumption—namely, wastage—which in turn influences their purchasing practices. A concept is introduced: anticonsumption consciousness is defined as consumers’ knowledge of wastage of objects in end stage of consumption practices. Visits to homes, combined with qualitative interviews, showed that anticonsumption consciousness manifests itself (1) not at all or very little, because of unawareness of wastage; (2) through experiences that have resulted in wastage; (3) through gradual acquisition of knowledge of oneself and one’s skills; and (4) through moral considerations and respect for past and future generations. This article also provides an explanatory factor for the gap between prosustainability attitudes and behavior that does not always match them. The implications for public policy are discussed