Abstract

The growing consumerism has its opponents. Among these are environmental activists within the freegan subculture. The goal of the study is to describe how freegans construct and practice non-consumerism. The qualitative research on the freegan subculture was conducted in Brno, the Czech Republic. Two main categories were identified. Each category is conceptualized as a “picture of non-consumerism”, showing how freegans construct and practice non-consumerism. “Individual modesty” is an inward non-consumerist strategy, aimed at the individual life careers of the subculture members, while “agents of social change” is an outward strategy, aimed at the general public and endeavouring to reduce consumerism in society.