“…Figure shows the largest clusters of theoretical and empirical interest that scholars subsume under the umbrella of anticonsumption. The most prominent cluster focuses on consumer resistance (i.e., Amine & Gicquel, ; Chalamon, ; Izberk‐Bilgin, ; Nepomuceno & Laroche, ), followed by green/sustainable consumption (e.g., Black, ; Black & Cherrier, ; Garcia‐de‐Frutos & Ortega‐Egea, ), boycotts/consumer activism (e.g., Makarem & Jae, ), voluntary simplicity (i.e., Craig‐Lees & Hill, ; Shaw & Newholm, ), brand/product/product category avoidance (e.g., Cherrier & Hill, ; Lee et al, 2009), ethical/moral consumption (e.g., Eckhardt et al, ; Sudbury‐Riley & Kohlbacher, ; Thompson, ), alternative consumption (e.g., Anderson, Hamilton, & Tonner, ; Ozanne & Ballantine, ), and symbolic consumption (e.g., Hogg, Banister, & Stephenson, ).…”