Substantial research indicates a negative relationship between excessive consumption, namely materialism, and consumer well‐being ( CWB ). Since anti‐consumption is contradictory to materialism, and materialism has a negative relationship with CWB , logically, anti‐consumption should have a positive influence on CWB . To explore this relationship, we review the literature on anti‐consumption, materialism, and CWB , and ascertain the most prominent values by which anti‐consumption and materialism differ. We then develop a framework based on four constructs (1. Control over consumption; 2. Scope of concerns; 3. Material desire; 4. Source of happiness), conceptually highlighting how anti‐consumption and materialism differ in terms of CWB . Qualitative data and content analysis of online blogs, forums, and websites provide preliminary support for our propositions. Finally, we conclude with some implications for managers and policymakers.
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