Anti-Stereotype Consumption: A Literature Review and Grounded Theory Exploration

This study constructs a theoretical framework of anti-stereotype consumption through literature review and grounded theory analysis. Anti-stereotype consumption refers to the process whereby consumers consciously select products or services that differ from traditional stereotypes to express self-identity and participate in social change. Through grounded analysis of interview data, four types are identified: individual trait boundary-crossing, cultural-regional integration, social role transformation, and technological attribute reconstruction. The research reveals that this consumption behavior is driven by the interactive effects of individual cognitive flexibility, digital technology empowerment, and cultural value transformation, generating impacts at three levels: consumer identity reconstruction, corporate value innovation, and social norm transformation. By integrating systematic review with grounded theory analysis, this study advances anti-stereotype consumption research by establishing a formal conceptual definition, developing a four-type typological framework, and identifying multi-level driving mechanisms and outcomes, thereby providing a structured foundation for future empirical investigation and inclusive marketing practice.