Anti-consumption is one of the challenges faced by owners of Brands and marketers. Regarding the increasing importance of this concept and the necessity for decreasing and removing its detrimental effects, this study is to answer the main question: what are the main factors affecting on anti-consumption behavior from consumers' viewpoints. Therefore, we have tried to discover factors behind this behavior from consumers' life experience. Metodology: So phenomenology approach with qualitative approach has been used. Totally 21 interviews with participants which have been selected by snowball sampling have been done. In addition to Van Monnen method, the open, axial and optional encoding for exploring concepts have been used. Finding: The findings show that key factors affecting consumer behavior in terms of priority are: consumer subjectivity, consumer culture, self-awareness, intentional non-consumption, value added tax, Marketing mix and Satisfaction. Conclution: Finally, the results of the study were compared with previous studies.