This paper aimed to understand the motivations for consumption resistance which follow the issue of sustainable development; to analyze the beliefs and perceptions on consumption resistance, as a contribution to sustainable development; and to explore the consumption resistance practice in the life context of consumers in the same way. For this, 21 in depth interviews were carried out with subjects presenting consumption resistance behaviors in general, trying to understand possible motivations, influences, and practices associated to this type of act with a focus on sustainability. The findings were consistent, in some aspects, with what has already been found in the literature - habits such as home production, decreased amount of products used, and replacement of some items by others were practices regarded as sustainable ones found here. Feeding seems to be the consumption sector where consumption resistance manifests itself most strongly; and the rejection to products with long production chains - something apparently unprecedented in the literature - emerged as another important focus of activity. Criticism to the Brazilian government, due to its policies to boost consumption, were also found, reinforcing the idea that citizens understand that the path towards a more sustainable society involves individual actions, as well as state actions.
Anti-consumption; Consumer resistance; Sustainable consumption
