FACULTY AND RESEARCH

Custodian behavior is an everyday practice that certain consumers consciously perform in order to rescue and safeguard material objects from being thrown away or wasted. An analysis of nine in-depth interviews with self-identified custodian consumers shows custodian behavior to be a form of anti-consumerism that resists the wastefulness of consumer culture. This study broadens the area examined by anti-consumerism research by considering wider forms of cultural practices and expression. Although they do not consciously attack global consumer culture, custodian consumer practices illustrate the diverse ways of countering the expansion of a throwaway culture, and are a testament to consumer reflexivity.