Anti‐Consumption Research: A Systematic Literature Review and Research Agenda

ABSTRACT This research aims to address the fragmented perspectives in the literature on anti‐consumption by conducting a systematic literature review. The major goal is to offer an integrated and holistic understanding of the essential factors impacting consumer behavior within the anti‐consumption domain. By utilizing the SPAR‐4‐SLR protocol, we examined 86 studies, encompassing diverse theories, contexts, characteristics, and methodologies (TCCM). A conceptual framework that outlines the antecedents, mediators, and outcomes of anti‐consumption behavior was developed by combining variables in this study. The results highlight the diverse factors shaping individuals' anti‐consumption behaviors, shedding light on the complex dynamics that vary across industries, cultures, and consumer segments. Additionally, this research has pinpointed neglected domains that have received limited attention in this field and put forth pioneering pathways for future research by incorporating the TCCM framework. Specifically, this research proposes potential future research directions, including exploring theories like social learning theory, behavioral reasoning theory, and self‐determination theory. Furthermore, we recommend employing advanced methodologies like longitudinal studies, netnography, and neuromarketing to push the boundaries of knowledge in this field. By identifying these theoretical and methodological gaps, the study makes a substantive contribution to advancing academic inquiry and practical applications in anti‐consumption research.