Abstract: 

As consumers become increasingly exposed to digital marketing, social media influences, and constant purchasing opportunities, many are actively seeking ways to reduce discretionary consumption. This presentation introduces purchase abstinence, a distinct form of anti-consumption defined as the intentional, self-bounded, and time-limited suspension of discretionary purchasing despite having the capacity and opportunity to buy. Unlike frugality, voluntary simplicity, or brand avoidance, purchase abstinence focuses specifically on temporarily refraining from purchasing rather than permanently adopting a lifestyle orientation or resisting particular firms or products. Drawing on qualitative analyses of no-buy communities and a series of experimental studies, this research demonstrates that purchase abstinence is not merely an individual act of self-control but a socially embedded practice shaped by visible norms and collective participation. Findings show that social proof can increase consumers’ willingness to abstain from discretionary purchases and that these effects are amplified among consumers sensitive to social inclusion cues. This has theoretical implications for anti-consumption research and highlights how purchase abstinence may contribute to more sustainable patterns of consumption.

Bio: https://profiles.uts.edu.au/Kaye.Chan