Purpose - This paper aims to contribute to the special issue theme by analysing intentional non-consumption through anti-consumption and consumer resistance lenses. Design/methodology/approach - A total of 16 in-depth interviews with women who intentionally practise non-consumption for sustainability were completed. Findings - Two major themes where identified: I versus them: the careless consumers, and The objective/subjective dialectic in mundane practices. Originality/value - While it is tempting to delineate one concept from another, in practice, both anti-consumption and consumer resistance intersect and represent complementary frameworks in studying non-consumption.
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