Exploring the Intersection of Environmental Sustainability and Anti‐Consumption: A Review and Research Agenda

ABSTRACT Given the adverse effects of overconsumption on environmental degradation, there is an urgent need for consumers to transition toward more sustainable consumption patterns, which involve reducing or refusing consumption. This systematic literature review (SLR) explores the intricate relationship between environmental sustainability and anti‐consumption behaviors, including minimalism and voluntary simplicity. Through a consumer behavior lens, we aim to understand the intersection of various forms of anti‐consumption, examining internal and external drivers, as well as barriers and outcomes. Following a mixed‐method approach, this SLR of 69 studies is further complemented by six qualitative interviews with experts on this topic, identifying how consumer decisions to engage in anti‐consumption are influenced by a complex interplay of personal motivations and environmental concerns. There is also an interaction between different internal and external drivers, namely religion, personal values, socioeconomic conditions, and (de)marketing strategies. Hence, consumers face some challenges when navigating the complex process of adopting anti‐consumption behaviors. The outcomes range from consumer well‐being to influencing corporate behavior through buycotts or boycotts. Notably, sustainability can emerge as a by‐product of anti‐consumption behaviors. We also propose pathways for future research, contributing to the ongoing discourse on sustainable (anti‐)consumption.