Revisit: Sustainability through Anti-Consumption


Special issue of the Journal of Consumer Behaviour, Edited by Iain Black; Deadline 21 May 201

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Call for papers: "Sustainability through Anti-Consumption"

The Journal of Consumer Behaviour (JCB) aims to publish a special edition based on the theme of Anti-consumption research and Sustainability.


This special edition looks to provide an outlet for research into anti-consumption topics that can contribute to understanding on how to develop sustainable consumption. To this end, whilst accepting only rigorously researched or conceptualised papers, they must also provide practical guidance to interested parties such as marketers, special interest groups and policy makers.

Anti-consumption topics are typically based on the avoidance of consumption. A topic that is particular interest to the special edition is the avoidance of specific brands or products as it may help us understand the typically disappointing market shares held by “green” products. Other potential areas amongst many include; preferences for one brand or product over another and research into consumers who actively look to reduce their levels of consumption overall (including “carborexics”) or in specific product categories. Papers based on a wide range of methods and theoretical perspectives are welcome.


Manuscripts should be sent via email as .doc attachments to Dr Iain Black at The deadline is 21st of May 2010. Please follow JCB formatting guidelines available via the journal homepage

Do not hesitate to contact me to discuss ideas or questions and I look forward to receiving your submissions.

Iain Black, Discipline of Marketing, University of Sydney
Special Edition Guest Editor
Journal of Consumer Behaviour