Providing a Model for Anti-Consumption Behavior in the Iranian Market: A Grounded Theory Approach

Document Type : Research Paper

Authors

1 Head of the Department of Research in Iranian National Tax Administration

2 Department of Business Management, Islamic Azad University, Science and Research Branch of Tehran

3 Department of Business Management, Faculty of Management & Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran

4 Department of Business Administration, Islamic Azad University, Science and Research, Tehran, Iran

10.34785/J018.2019.321

Abstract

Although consumption represents individuals’ social and economic status, a large number of consumers do prefer, for different reasons, to consume as little as possible. This paper aims at answering this essential question: What are the factors affecting anti-consumption behavior among consumers and its possible consequences? In order to answer a relevant research question, a Grounded Theory research has been conducted with a qualitative methodology and as for data analysis, we have resorted to the َAtlas-T software. The sampling method has been of a snow-ball type whereby we reached the saturation with a total of 20 interviews with professors and experts in the areas of marketing, management, sociology, economics, psychology, and law. Findings indicate that brand mistakes are a major factor affecting the anti-consumption behavior among the consumers. We have also determined the factors leading, whether directly or indirectly, to the emergence of such behavior among them we may refer to values and norms, improper advertisements, negative imaging, economic conditions, product unacceptability, gossiping, deliberate anti-consumption, un-prestigious consumption, consumers’ pessimism, fidelity to one’s beliefs, etc. The paper has been ended in the recommendations of some solutions on how to change anti-consumption behavior to be followed by brand owners.

Keywords

References

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Consumer Behavior Studies Journal
Volume 6, Issue 2
January 2019
Pages 333-352

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