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Cited by 1,033Consumer behavior in food and healthConsumer Behavior in Brand Consumption and IdentificationSocial Movements and Cultural Identity

Adversaries of Consumption: Consumer Movements, Activism, and Ideology

Kozinets, Robert V., Handelman, Jay M.·2004·Journal of Consumer Research
DOI 10.1086/425104
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Abstract

This article focuses on consumer movements that seek ideological and cultural change. Building from a basis in New Social Movement (NSM) theory, we study these movements among anti-advertising, anti-Nike, and anti-GE food activists. We find activists' collective identity linked to an evangelical identity related to U.S. activism's religious roots. Our findings elucidate the value of spiritual and religious identities to gaining commitment, warn of the perils of preaching to the unconverted, and highlight movements that seek to transform the ideology and culture of consumerism. Conceiving mainstream consumers as ideological opponents inverts conventional NSM theories that view them as activists' clients.

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Crossref · 10.1086/425104

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  • After independent coding, the authors discussed the meaning of the themes and analyzed the data.

    “After independent coding of the data, the authors discussed the meaning of the themes and analyzed the data (for similar approaches see Kozinets and Handelman, 2004;Thompson and Arsel, 2004).”

    From Anti-consumption in East Germany: consumer resistance to hyperconsumption (2010) · cites this paper as Kozinets and Handelman, 2004

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Authors
Kozinets, R. V., & Handelman, J. M.
Affiliations
  • University of Wisconsin–Madison (US)
  • Queen's University (CA)
ORCID
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
2004-12
Volume
31
Issue
3
Pages
691-704
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1086/425104
OpenAlex
W2147028152
Cited by
1,033
References
1
Citations by year
2026: 44 · 2025: 57 · 2024: 52 · 2023: 47 · 2022: 78 · 2021: 62 · 2020: 72 · 2019: 53 · 2018: 48 · 2017: 33 · 2016: 47 · 2015: 75 · 2014: 55 · 2013: 58 · 2012: 49
FWCI
57.53
Type
journal article
Language
en
Open access
closed
Locations
Journal of Consumer Research (publishedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Consumer behavior in food and health
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Sociology and Political Science › Social Movements and Cultural Identity
Keywords
consumer movement, consumer activism, anti-consumerism, new social movement theory, religious identity, evangelical identity, collective identity, cultural change

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