The purpose of this dissertation was to understand young sustainable consumer’s, aged 18-25, motivations and limitations to embracing anti-consumption, in order to determine the most important factors that influence their behaviour. This was achieved through researching current literature on sustainable consumer behaviour and anti-consumption, and through using primary research in the forms of interviews and a perceived behaviour control survey to assess the importance of these factors and the impact of anti-consumption. This research was then analysed to determine the most influential factors. Concern for the environment is the most critical factor in young sustainable consumers embracing anti-consumption as it contributes to understanding the effectiveness of anti-consumption behaviours in reducing an impact on the environment. Furthermore, environmental concern was found to motivate self-fulfilment and support strong self-control.