Theorizing Rightist Anti-Consumption

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JournalMarketing Theory
DateAccepted/In press - 20 Nov 2019
DateE-pub ahead of print (current) - 26 Dec 2019
Number of pages23
Early online date26/12/19
Original languageEnglish


Although a large number of conceptual and empirical works on anti-consumption can be found in the marketing literature, the majority of
these studies describe progressive reasons against consumption and pay
little attention to rightist arguments. Building on multidisciplinary
literatures, this paper identifies three rightist ideological groups that are
likely to engage in anti-consumption: traditional conservatives, the
radical right, and welfare chauvinists. We theorise rightist anti-
consumption in relation to three tensions (global-national, novel-
traditional, individual-communitarian), discuss the implications for
marketing theory and identify possible avenues for further research.
Consumer research should investigate political ideology as a dimension
of anti-consumption, with particular attention paid to rightist reasons
against consumption.

Bibliographical note

©The Author(s) 2019. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details.

    Research areas

  • political ideology, rightist ideology, anti-consumption, conservatives, welfare chauvinist, Radical Right, undemocratic political consumption

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