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ocial movements are intentional collective efforts by activists to transform the social order (Buechler 2000). This article focuses on consumer movements, which are particular kinds of social movements that attempt to transform various elements of the social order surrounding consumption and marketing. As consumption has come to play an increasingly central role in contemporary society, consumer movements have arisen to challenge and transform aspects of it by propagating ideologies of consumption that radicalize mainstream views. As we seek to increase our understanding of the dynamics and complexities of consumer culture, we need theory that conceptualizes consumer movements and their ideological role. As we follow the historical trajectory of a culture of consumerism that seems in many accounts to be globally ascendant and apparently unstoppable, conceptualizing consumer movements that stand in opposition to it may be viewed as increasingly important. Sklair (1995, p. 507) terms the mutually reinforcing integration of consumer culture and consumerist ideology the “culture-ideology of consumerism” and concludes that it is a “fundamental institutional support of global capitalism.” The purpose of this article is to arrive at a theory-based understanding of