Shahid Beheshti University Journal of Business Management Perspective 2251-6050 18 40 2020 02 20 Identifying Key Factors Influencing Anticonsumption Behavior among Iranian Consumers Identifying Key Factors Influencing Anticonsumption Behavior among Iranian Consumers 57 78 100555 10.29252/jbmp.18.40.57 FA Mohammad Nazarian PhD Student in Business Management-Marketing Management, Science and Research Branch, Islamic Azad University, Tehran, Iran Hosein Vazifehdust Professor, Department of Marketing Management, Science and Research Branch, Islamic Azad University, Tehran, Iran Kambiz Heidarzadeh Associate Professor, Department of Marketing Management, Science and Research Branch, Islamic Azad University, Tehran, Iran Karim Hamdi Associate Professor, Department of Marketing Management, Science and Research Branch, Islamic Azad University, Tehran, Iran Journal Article 2021 01 08 Objective: Anti-consumption is one of the challenges faced by owners of Brands and marketers. Regarding the increasing importance of this concept and the necessity for decreasing and removing its detrimental effects, this study is to answer the main question: what are the main factors affecting on anti-consumption behavior from consumers’ viewpoints. Therefore, we have tried to discover factors behind this behavior from consumers’ life experience. Metodology: So phenomenology approach with qualitative approach has been used. Totally 21 interviews with participants which have been selected by snowball sampling have been done. In addition to Van Monnen method, the open, axial and optional encoding for exploring concepts have been used. Finding: The findings show that key factors affecting consumer behavior in terms of priority are: consumer subjectivity, consumer culture, self-awareness, intentional non-consumption, value added tax, Marketing mix and Satisfaction.  Conclution: Finally, the results of the study were compared with previous studies.  Objective: Anti-consumption is one of the challenges faced by owners of Brands and marketers. Regarding the increasing importance of this concept and the necessity for decreasing and removing its detrimental effects, this study is to answer the main question: what are the main factors affecting on anti-consumption behavior from consumers’ viewpoints. Therefore, we have tried to discover factors behind this behavior from consumers’ life experience. Metodology: So phenomenology approach with qualitative approach has been used. Totally 21 interviews with participants which have been selected by snowball sampling have been done. In addition to Van Monnen method, the open, axial and optional encoding for exploring concepts have been used. Finding: The findings show that key factors affecting consumer behavior in terms of priority are: consumer subjectivity, consumer culture, self-awareness, intentional non-consumption, value added tax, Marketing mix and Satisfaction.  Conclution: Finally, the results of the study were compared with previous studies.  https://jbmp.sbu.ac.ir/article_100555_0cd4e2373f14ec5dbd38962f20d921c3.pdf