Addressing global overconsumption: positioning the anti-consumption through communication appeals

Abstract

Purpose

The study aims to analyse the possibilities of positioning the anti-consumption through different communication appeals. It analyses commercial and social marketing campaigns in the global context, with the aim to recommend communication guidelines to empower anti-consumption among different industries.

Design/methodology/approach

The study conducted a qualitative content analysis of marketing communication focused on anti-consumption promotion.

Findings

The results bring a comprehensive overview of possible communication appeals of anti-consumption and prove feasibility of their implementation. The analysis of used appeals leads to recommendations for developing effective marketing communication for promoting anti-consumption.

Practical implications

The recommendations can serve both for-profit and non-profit organization as a showcase to discover the idea of anti-consumption as communication appeals. By empowering anti-consumption, consumers could reach personal welfare and participate in social equilibrium. Also, the study brings recommendations for further research considering the evaluation of the implemented strategies.

Originality/value

The study covers a gap in published literature focusing on comprehensive analysis of existing anti-consumption marketing communication strategies and appeals and brings an overview of potential strategies for empowering anti-consumption among modern consumers.

Citation

Lučić, A. and Uzelac, M. (2024), "Addressing global overconsumption: positioning the anti-consumption through communication appeals", Corporate Communications: An International Journal, Vol. 29 No. 2, pp. 187-205. https://doi.org/10.1108/CCIJ-08-2023-0114