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Public discourses advocating frugal consumption have had a long history in the United States. This study provides a brief account of six different periods of such anti‐consumerist thought and rhetoric: colonial, antebellum, Gilded Age, early twentieth century, World War II, and late twentieth...
Custodian behavior is an everyday practice that certain consumers consciously perform in order to rescue and safeguard material objects from being thrown away or wasted. An analysis of nine in‐depth interviews with self‐identified custodian consumers shows custodian behavior to be a form of...
In this study we draw on varied theoretical perspectives to explore and gain an alternative understanding of consumption at New Consumption Communities (NCCs). Intrinsic to the notion of NCCs is a sense of community between production‐engaged consumers who question market practices deemed...
This article provides an interdisciplinary review of consumer resistance, an overarching term that includes various forms of anti‐consumerist behaviour. The review draws from disciplines such as sociology, anthropology, political economy, and cultural studies to explore the historical and...
In this article, we employ a case‐study method to investigate the learning processes used to negotiate brand meaning within an anti‐brand community. The negotiation of brand meaning is a social process where community members engage in brand‐related discourses, interpretations, and sense‐making....
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