Environment is Not My Only Motivation for Anti-Consumption in Fashion Brands

Review Of Literature

‘Sustainable consumption’ is the use of goods and related products which respond to basic needs and bring a better quality of life, while minimizing the use of natural resources and toxic materials as well as the emissions of waste and pollutants over the life cycle, so as not to jeopardize the needs of future generations’ (Norwegian Ministry of Environment, 1994, cited in OECD, 2002). One of the initiatives which could increase sustainable consumption is “Anti-consumption”.

The phenomenon of anti-consumption for sustainable products could be said to be an exercise of rejection, reduction and reuse of a certain type of product. Zavestoski(2002),explains the term anti-consumption as “a resistance to, distaste of, or even resentment of consumption” for a product. ‘Sustainable consumption’ could be defined as the use of goods and related products which respond to basic needs and bring a better quality of life, while minimizing the use of natural resources and toxic materials as well as the emissions of waste and pollutants over the life cycle, so as not to jeopardize the needs of future generations’ (Norwegian Ministry of Environment, 1994, cited in OECD, 2002). One of the ways of sustainable consumption is “anti-consumption’ for sustainability.