A Systematic Review of Anti-Consumption and Mindful Consumer Behavior on Social Media

This study examines how deinfluencing, anti-consumption, and mindful consumer behaviors have evolved over the past 20 years in literature. A systematic literature review was conducted by analyzing selected articles published in journals indexed in Scopus and WoS. Using VOSviewer and Python-assisted processing, keyword co-occurrence networks and bibliographic coupling were applied to map publication trends, geographical distribution, source contributions, and thematic structures. The study identifies key theoretical lenses frequently used to interpret deinfluencing, anti-consumption, and mindful consumer behavior on social media, including the theory of planned behavior, authenticity theory, social cognitive theory, the stimulus–organism–response framework, and mindfulness theory. Keyword co-occurrence and bibliographic coupling reveal four main thematic clusters: (1) sustainable consumer psychology and digital persuasion; (2) social media driven sustainable consumption and market dynamics; (3) digital influencers and green advocacy; (4) sustainable lifestyle experimentation and emerging consumer groups. The review offers insights into enhancing transparency in influencer communication, design authenticity-based strategies, and use social media platforms to promote responsible consumption and reduce consumer resistance. This study provides an integrated framework that simultaneously addresses deinfluencing, anti-consumption, mindful consumption, and influencer credibility within a unified analytical approach.