Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 3rd International Conference on Business and Policy Studies

Series Vol. 80 , 10 May 2024


Open Access | Article

Exploring the Formation Mechanism of Anti-Consumption Behavior of Youth Groups

Jing Chen * 1
1 Zhongnan University of Economics and Law,Wuhan ,Hubei Province, China

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 80, 92-102
Published 10 May 2024. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Jing Chen. Exploring the Formation Mechanism of Anti-Consumption Behavior of Youth Groups. AEMPS (2024) Vol. 80: 92-102. DOI: 10.54254/2754-1169/80/20241888.

Abstract

With consumerism sweeping the globe today, anti-consumption groups are also gradually rising, and young people, as the main force of consumption and an important participant in anti-consumption, have attracted much attention for their consumption behaviours and consumption psychology. Therefore, from the perspective of anti-consumption theory, this study will explore the behavioural characteristics of anti-consumption behaviours of Chinese youth groups, their motives and psychological motivations under anti-consumption behaviours. Through the combination of semi-structured interviews and participant observation, it can be found that the anti-consumption groups of Chinese youths emphasize on "rational consumption" in their anti-consumption behaviours, and have a strong personal and financial tendency. In terms of the reasons for their behaviours, the motivation is based on personal emotions and economic considerations, but the psychological motivation is for the purpose of enhancing consumer well-being. Therefore, the anti-consumption behaviour of the youth group is mainly formed under the combined effect of personal reality, spiritual needs and social environment, with the social environment being the precondition for anti-consumption behaviour, personal reality being the direct cause, and spiritual needs being the root cause, and anti-consumption behaviour will only arise if these three factors are present at the same time.

Keywords

anti-consumption, youth groups, anti-consumer behavior

References

1. Dong, T. C. & He, Xuan. (2023). Consumerism retrograde: A cyber ethnographic observation based on Douban's anti-consumerism group. International Journalism (05), 75-95.

2. Du Lingjie Hu Zhongkui. (2023). Study on the identification process and formation mechanism of contemporary youth "non-consumption" group - an analysis based on the perspective of sociology of consumption. Journal of Shanxi Youth Vocational College (03),5-11.

3. Tang, Jun & Zhou, Zhongxian. (2022). Consumptionism in the Internet community: A case study of the Douban consumer community. Chinese Youth Studies (06), 85-91+84.

4. Zhang P.,Guo C. Z. Yang Q.. (2022). An empirical study of anti-consumption awareness and anti-consumption behaviour. Journal of Inner Mongolia University (Natural Science Edition)(03),317-324.

5. Ma Jun. (2016). Localisation of the Western "anti-consumption" research paradigm. Economic Issues (01), 38-42.

6. International Center of Anti-Consumption Reaserch(https: //www.icar.ngo/)

7. Zavestoski, S. (2002). Guest editorial: Anticonsumption attitudes. Psychology & Marketing, 19(2), 121-126.

8. Penaloza, L., & Price, L. L. (1993). Consumer resistance: a conceptual overview. ACR North American Advances.

9. Kozinets, R. V., & Handelman, J. M. (2004). Adversaries of consumption: Consumer movements, activism, and ideology. Journal of consumer research, 31(3), 691-704.

10. Iyer, R., & Muncy, J. A. (2009). Purpose and object of anti-consumption. Journal of business research, 62(2), 160-168.

11. Dobscha S. (1998). The lived experience of consumer rebellion against marketing. Ad Consum Res , 25(Issue 1):91– 7.

12. Zavestoski, S. (2002). The social–psychological bases of anticonsumption attitudes. Psychology & Marketing, 19(2), 149-165.

13. Shaw, D., & Newholm, T. (2002). Voluntary simplicity and the ethics of consumption. Psychology & Marketing, 19(2), 167-185.

14. Mintel Special Report.(1994). The green consumer. Mintel Marketing Intelligence.

15. Lee, M. S., Motion, J., & Conroy, D. (2009). Anti-consumption and brand avoidance. Journal of Business Research, 62(2), 169-180.

16. The common concept of materialism is the value people place on worldly possessions and the belief that the acquisition of material wealth is the ultimate source of happiness and satisfaction, and is highly associated with consumerism.

17. Lee, M. S., & Ahn, C. S. Y. (2016). Anti‐consumption, materialism, and consumer well‐being. Journal of Consumer Affairs, 50(1), 18-47.

18. Wang, Yuanxin. (2021). The use of interview method in language fieldwork practice. Ethnic Education Research (06), 58-65.

19. Ritson, M., & Dobscha, S. (1999). Marketing heretics: resistance is/is not futile. Advances in consumer research, 26, 159-159.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).

Volume Title
Proceedings of the 3rd International Conference on Business and Policy Studies
ISBN (Print)
978-1-83558-419-4
ISBN (Online)
978-1-83558-420-0
Published Date
10 May 2024
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/80/20241888
Copyright
10 May 2024
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated