Understanding Anti-consumption through a Virtual Community of No-poo and Low-poo Adherents
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Abstract
Objective: this study aimed to understand how the processes of anti-consumption are configured in a community that brings together adherents of no-poo and lowpoo techniques. Method: characterized as a qualitative approach, netnographic data were collected, followed by semi-structured interviews with the subjects. Results: anticonsumption occurs from the beginning of adherence to these techniques, and it is
practiced against some types of shampoos or the entire category of these cosmetic products. However, being against consumption did not cancel the relationship with the market. Due to the characteristics of this community and its history, it was characterized as a place of anti-consumption and resistance that has become a consumption environment. Conclusions: this study identified anti-consumption as the initial phase of a transformative process following the adoption of no-poo and low-poo hair-washing techniques. This individual process introduces a reframing of consumption, potentially leading to behaviors of reduction or consumerism. In this way, recording the particularities of consumption carried out by those who use washing techniques in the virtual community allows this segment of consumers to be known and recognized by society.
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Silva, B. C. de O., & Pereira, R. de C. de F. (2025). Understanding Anti-consumption through a Virtual Community of No-poo and Low-poo Adherents. Brazilian Administration Review, 21(Supplement), e240136. https://doi.org/10.1590/1807-7692bar2024240136
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Research Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
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Arens, Z. G., & Hamilton, R. W. (2016). Why focusing on the similarity of substitutes leaves a lot to be desired. Journal of Consumer Research, 43(3), 448-459. https://psycnet.apa.org/doi/10.1093/jcr/ucw034
Banikema, A. S., & Bhatli, D. (2016). Towards an understanding of motivations underlying the resistance of French consumers. In Thriving in a New World Economy (pp. 280-282). Springer, Cham.
Black, I. R., & Cherrier, H. (2010). Anti‐consumption as part of living a sustainable lifestyle: Daily practices, contextual motivations and subjective values. Journal of Consumer Behaviour, 9(6), 437-453. http://dx.doi.org/10.1002/cb.337
Brodie, R. J., Ilic, A., Biljana, J., & Hollebeeck, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114. https://doi.org/10.1016/j.jbusres.2011.07.029
Brooks, S., Webster, R., Smith, L., Woodland, L., Wessely, S., Greenberg, N. and Rubin, G.J. (2020) The psychological impact of quarantine and how to reduce it: Rapid review of the evidence. Lancet, 395(10227), 912–920. https://doi.org/10.1016/S0140-6736(20)30460-8
Cherrier, H. (2009). Anti-consumption discourses and consumer-resistant identities. Journal of Business Research, 62(2), 181-190. https://doi.org/10.1016/j.jbusres.2008.01.025
Cova, B., & Dalli, D. (2008). From communal resistance to tribal value creation. In 1st International Conference on Consumption and Consumer Resistance, Paris (Vol. 28).
Cronshaw, S. (2022). Web workouts and consumer well‐being: the role of digital‐physical activity during the UK COVID‐19 lockdown. Journal of Consumer Affairs, 56(1), 449-464. https://doi.org/10.1111/joca.12375
Dalmoro, M., Peñaloza, L., & Nique, W. M. (2014). Resistência do consumidor: Diferentes estágios teóricos de um mesmo conceito. REMark-Revista Brasileira de Marketing, 13(1), 119-132. https://doi.org/10.5585/remark.v13i1.2531
Dutot, V. (2020) A social identity perspective of social media impact on satisfaction with life. Psychology & Marketing, 37(6), 759–772. https://doi.org/10.1002/mar.21333
Egea, J. M. O., & De Frutos, N. G. (2016). Exploring country-based motives for anti-consumption: A qualitative study. In Thriving in a new world economy (pp. 168-171). Springer, Cham.
Etzioni, A. (1996). The responsive community: A communitarian perspective. American Sociological Review, 1-11. https://doi.org/10.2307/2096403
Hollenbeck, C. R., & Zinkhan, G. M. (2006). Consumer activism on the internet: The role of anti-brand communities. ACR North American Advances, 33:479-485.
Iyer, R., & Muncy, J. A. (2009). Purpose and object of anti-consumption. Journal of business research, 62(2), 160-168. https://doi.org/10.1016/j.jbusres.2008.01.023
Kim, H. S., & Jin, B. (2006). Exploratory study of virtual communities of apparel retailers. Journal of Fashion Marketing and Management, 10(1), 41-55. https://doi.org/10.1108/13612020610651114
Kozinets, R. V., & Handelman, J. (1998). Ensouling consumption: A netnographic exploration of the meaning of boycotting behavior. Advances in consumer research, 25(1). https://www.researchgate.net/publication/235356525_Ensouling_Consumption_A_Netnographic_Exploration_of_the_Meaning_of_Boycotting_Behavior
Kozinets, R. V. (1999). E-tribalized marketing?: The strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252-264. https://doi.org/10.1016/S0263-2373(99)00004-3
Kozinets, R. V. (2001). Utopian enterprise: Articulating the meanings of Star Trek’s culture of consumption. Journal of Consumer Research, 28(1), 67-88. https://doi.org/10.1086/321948
Kozinets, R. V. (2002). Can consumers escape the market? Emancipatory illuminations from burning man. Journal of Consumer research, 29(1), 20-38. https://doi.org/10.1086/339919
Kozinets, R. V. (2014). Netnografia: realizando pesquisa etnográfica online. Penso Editora.
Kozinets, R. V. (2015). Netnography. In P. H. Ang & R. Mansell (Eds.), The international encyclopedia of digital communication and society (pp. 1-8). Wiley Blackwell.
Kozinets, R. (2019). Netnography: The essential guide to qualitative social media research. Sage.
Kozinets, R. V., & Gambetti, R. (2021). Netnography unlimited. Netnography Unlimited. https://doi. org/10.4324/9781003001430.
Kraemer, F., Silveira, T. D., & Rossi, C. A. V. (2012). Evidências cotidianas de resistência ao consumo como práticas individuais na busca pelo desenvolvimento sustentável. Cadernos Ebape. Br, 10, 677-700. https://doi.org/10.1590/S1679-39512012000300012
Lee, F. S. L., Vogel, D., & Limayem, M. (2003). Virtual community informatics: A review and research agenda. Journal of Information Technology Theory and Application (JITTA), 5(1), 5. https://aisel.aisnet.org/jitta/vol5/iss1/5/
Lee, M. S. (2022). Anti-consumption research: A foundational and contemporary overview. Current Opinion in Psychology, 45, 101319. https://doi.org/10.1016/j.copsyc.2022.101319
Lee, M., Roux, D., Cherrier, H., & Cova, B. (2011). Anti-consumption and consumer resistance: concepts, concerns, conflicts and convergence. European Journal of Marketing, 45(11/12). https://doi.org/10.1108/ejm.2011.00745kaa.001
Lee, M. S., Fernandez, K. V., & Hyman, M. R. (2009). Anti-consumption: An overview and research agenda. Journal of Business Research, 62(2), 145-147. http://dx.doi.org/10.1016/j.jbusres.2008.01.021
Leipämaa-Leskinen, H., Syrjälä, H., & Laaksonen, P. (2016). Conceptualizing non-voluntary anti-consumption: A practice-based study on market resistance in poor circumstances. Journal of Consumer Culture, 16(1), 255-278. https://psycnet.apa.org/doi/10.1177/1469540514521082
Levy, P. (1999). Cibercultura. Editora 34.
Makri, K., Schlegelmilch, B. B., Mai, R., & Dinhof, K. (2020). What we know about anticonsumption: An attempt to nail jelly to the wall. Psychology & Marketing, 37(2), 177-215. https://doi.org/10.1002/mar.21319
Martineau, E., & Arsel, Z. (2017). Managing communities of co-creation around consumer engagement styles. Journal of the Association for Consumer Research, 2(2), 179-195. https://www.journals.uchicago.edu/doi/abs/10.1086/691145
Massey, L., & Bender, M. (2011). Curly girl: The handbook. Workman Publishing Company.
Mendes, S. (2017). Você já ouviu falar em No e Low Poo? Saiba mais sobre as técnicas e tenha cabelos mais saudáveis. Portal G1. http://g1.globo.com/minas-gerais/triangulo-mineiro/blog/simone-mendes/post/voce-ja-ouviu-falar-em-no-e-low-poo-saiba-mais-sobre-tecnicas-e-tenha-cabelos-mais-saudaveis.html
Mitchell, C., & Imrie, B. C. (2011). Consumer tribes: membership, consumption and building loyalty. Asia Pacific Journal of Marketing and Logistics, 23(1), 39-56. http://dx.doi.org/10.1108/13555851111099989
Moreira, I. P. C., & Acevedo, C. R. (2015). Resistance to consumption and veganism: A study about motivations, values, and feelings. Revista Gestão & Tecnologia, 15(2), 50-67. https://doi.org/10.20397/2177-6652/2015.v15i2.621
Penaloza, L., & Price, L. L. (1993). Consumer resistance: A conceptual overview. Advances in Consumer Research, 20(1). https://doi.org/10.1007/978-3-319-50530-5_19
Philp, M., & Nepomuceno, M. V. (2020). When the frugal become wasteful: An examination into how impression management can initiate the end‐stages of consumption for frugal consumers. Psychology & Marketing, 37(2), 326-339. https://doi.org/10.1002/mar.21303
Rheingold, H. (1993). The virtual community: Homesteading on the electronic frontier. http://www.rheingold.com/vc/book/.
Scaraboto, D., & Fischer, E. (2012). Frustrated fatshionistas: An institutional theory perspective on consumer quests for greater choice in mainstream markets. Journal of Consumer Research, 39(6), 1234-1257. https://doi.org/10.1086/668298
Trindade, T. O., Ayrosa, E. A. T., & Sauerbronn, J. F. R. (2016). Consumption and resistance in the context of Brazilian housewives and consumers’ movement. Sociedade, Contabilidade e Gestão, 10(3). https://doi.org/10.21446/scg_ufrj.v10i3.13364