More Than Just Saying No: the Multifaceted Drivers of Food Anti-consumption

Abstract

Food consumption is highly impactful environmentally, yet anti-consumption remains underexplored. This review analyses 34 empirical studies to understand which foods are avoided, why, and the broader implications. Using Makri et al.’s (2020) conceptual clusters, we examine rejection, reduction, and reclaiming in consumer behavior. Findings highlight motivations such as sustainability, health, and ethics, with common targets like meat and junk food. Anti-consumption leads to spillover behaviors including substitution, sharing, and self-production. The study offers theoretical validation and practical insights for businesses and policymakers, showing how food anti-consumption contributes to sustainable, health-conscious, and ethically driven food systems.