Anti-consumption and self-identity: How does anti-consumption transformation contribute to self-identity construction?

Purpose This paper aims to explore customers’ insights to understand how they can construct self-identity through the anti-consumption transformation. Design/methodology/approach Adopting the grounded theory methodology, this paper presents findings from laddering interviews conducted with twenty-two anti-consumers in Sri Lanka. All interviews were transcribed, and thematic analysis was undertaken. Findings Our findings uncovered that the anti-consumption transformation process is mainly influenced by the social and moral valuation of the environment, external pressure, willingness to change, monetary savings and having children. In particular, the acts of rejection, reduction and reuse are vital behavioral patterns observed in anti-consumption. Moreover, findings reveal that anti-consumption transformation contributes to individuals’ self-identity by changing their surroundings, expressing anti-consumption to others, using increased control and experiencing inner change. Originality/value This paper is one of the first attempts to qualitatively explore how pursuing anti-consumption behavior contributes to self-identity construction of an individual from the transtheoretical model of behavioral change perspective.