Consumer resistance, coherent inconsistencies,and new consumption communities

Moraes, C.; Szmigin, I. and Carrigan, M. (2008). Consumer resistance, coherent inconsistencies,and new consumption communities. In: 1st International Conference on Consumption and Consumer Resistance, 28 Nov 2008, IRG-University Parist 12.



This study examines and problematizes what has been conceptualised as attitude-behaviour gaps (Boulstridge and Carrigan 2000), and explores how groups of resistant consumers have re-construed such practices and their meanings through the formation of New Consumption Communities (NCCs). Ethnographic findings stress the importance of normative and habitual reframing through ‘ethical spaces’ (Barnett et al. 2005) in establishing and maintaining increased consistency in participants’ consumption meanings, behaviours and goals. We suggest that such communities’ discourses are coherent and can only be viewed as inconsistent in relation to their consumption practices if the communities are theorised as anti-market and/or anti-consumption. Thus we re-frame attitude-behaviour gaps as coherent inconsistencies.

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