Belk’s (Journal of Consumer Research, 15(2), 139–168, 1988, Journal of Consumer Research, 40(1), 477–500, 2013) seminal work on possessions and the extended self explains how possessions form and symbolize an individual’s extended self. According to the framework, material possessions play a significant role for the extended self. In recent decades, individuals in consumer societies of the Global North have started to question their consumption patterns and their impact on the natural environment in light of the climate crisis. These individuals engage in anti-consumption practices which aim at reducing environmental impact through reducing and rejecting consumption including the acquisition of material possessions. This paper assesses if Belk’s (Journal of Consumer Research, 15(2), 139–168, 1988, Journal of Consumer Research, 40(1), 477–500 2013) framework is still applicable in the case of sustainability-concerned anti-consumers and which modifications need to be made to account for a change in consumption patterns. We propose that the self-expressive aspect of the extended self framework remains salient, as the intentional non-consumption by anti-consumers helps them distance themselves from possible undesired selves. Through a de-extension of the self, consumers rely on experiences, people and places which are central to the self rather than on material possessions. The material objects that remain parts of the extended self and that have a symbolic meaning represent their owner’s ethical and pro-environmental values and are often created through upcycling, refurbishing or acquired in second-hand or sharing markets. Since consumers increasingly consider the effects their acquisitions and actions have on the state of the Earth, they re-extend their selves to include experiences and the natural environment as a psychological possession.
