Purpose This paper aims to synthesise existing knowledge on anti-consumption behaviour and its impact on consumer purchase intention through a systematic literature review (SLR). Design/methodology/approach By applying the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework, this SLR identified a total of 42 peer-reviewed articles on anti-consumption behaviour and purchase intention. The review employs the TCCM (Theory, Context, Characteristics and Methodology) framework to systematically organise the findings and the ADO (Antecedents-Decisions-Outcomes) framework to analyse the drivers, consumer decisions and consequences of anti-consumption behaviour. Findings First, research on anti-consumption behaviour has accelerated in the recent past with studies conducted in varied geographic contexts. Second, anti-consumption behaviour has been operationalised and measured as both an antecedent to and a mediator of purchase intention in the sampled papers. Third, ethical and environmental concerns are recognised as critical drivers of anti-consumption behaviour. Finally, the examination of empirical studies helped identify gaps in research methodologies, the measurement of anti-consumption behaviour and its predictors. Originality/value In the absence of systematic reviews on anti-consumption behaviour in the context of consumer purchase intention, the study contributes immensely by providing an updated, cogent summary of extant work and identifying potential directions for future research and practice.
Tanwar et al. (Wed,) studied this question.