Zero waste consumers are investigated in the context of alternative consumption lifestyles, in order to generate both an understanding of how one becomes a zero waste consumer, the barriers, facilitators and motivators faced and advance the literature on zero waste as a whole. Due to the absence of current literature, the research extended its scope to voluntary simplifiers. Data was captured through a netnographic study with three participants, then thematic analysis was employed to produce new findings for this area. The findings revealed individuals were seen to encounter a number of motivators, barriers and facilitators which counteracted each other, however, they occasionally led to the withdrawal of the lifestyle choice. These findings contribute to a framework representative of the key results, alongside a number of additional themes. Primary contributions offered by this research are to the existing literature on zero waste and the extended area of alternative consumption lifestyles. Identifying how zero waste consumers practice zero waste in light of the barriers, facilitators and motivators they experience when on their journey. This study presents zero waste consumers as a new topic to the alternative consumption literature for future studies to explore further.