Anti‐Consumption Social Marketing: The Macro‐Syntax of Multi‐Level Dynamic Forces for Systemic Change

ABSTRACT This paper discusses, through a systematic literature review of 342 articles, the dynamic marketing systems involved in anti‐consumption. The authors conducted two keyword co‐occurrence network analyses on filtered datasets of 243 and 89 articles, respectively. The research allowed to identify five thematic clusters: ‘sustainability’, ‘consumption’ and ‘consumer well‐being’, highlighting the diversity of motivations for anti‐consumption; ‘macromarketing’, showing the intersections of systemic levels and the interactions among stakeholders and raising systemic problems and ethical issues; and ‘social marketing’, positing this subject on sustainable consumption. The findings highlight the need for a balanced macro social marketing perspective that considers the diversity of motivations and stakeholders through multi‐level dynamic forces.