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.