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ABSTRACTWe examine alternative consumption including collaborative consumption, sharing, and unconsumption (i.e., postconsumption activities such as upcycling, reuse, recycling, etc.) at non‐monetary‐based private and public sharing events including Really Really Free Markets (RRFMs). These alternative marketplaces (RRFMs) were initially organized by the Anarchist Movement as a form of resistance to the capitalist economic model. However, many consumer groups now utilize this model to stage public sharing events as a means of raising awareness about various issues including sustainability and overconsumption. Participants bring, share, and take goods without any expectation of monetary or other exchange. There is limited research on collaborative consumption and sharing in non‐monetary marketplaces. We address this gap by exploring alternative marketplaces, organized by consumers for consumers, utilizing qualitative research methods. Our findings indicate that a sense of community is both a driver of participation and an outcome of these events. Organizers and participants utilize these venues to share knowledge and possessions for various ideological and practical reasons. Our findings also indicate that these events challenge the entrenched notions of exchange and reciprocity. Our research contributes to the literature by highlighting the importance of community, collaboration, and changing consumer mindsets to the success of such sharing efforts. Copyright © 2012 John Wiley & Sons, Ltd.

Abstract


Extant consumer research literature focuses on the subtleties, multiplicity of meanings, and values consumers attach to acquisition of personal possessions. Researchers have devoted less attention to consumers' disposition behaviors, including factors that influence disposition decisions. This paper explores voluntary disposition using data gathered through participant observations and in‐depth interviews with a range of consumers, including those involved in clothing exchange (CE) events. The findings provide support for the a priori themes of values and consumption patterns, extending the life of self and goods, and consumers' self‐concept. Additionally, the findings yield emergent themes of role transitions, role models and family patterns, and shared community. Utilizing our findings, and extant literature, we propose a conceptual Framework of Voluntary Disposition that can be utilized to analyze further meanings of consumer disposition patterns in different contexts.

Copyright © 2009 John Wiley & Sons, Ltd.

Abstract

A common ideology of consumption is that more things translate to a higher quality of life. This paper challenges this ideology. We explore the consumption resistance (anti‐consumption) of "cheap and low‐quality" goods experienced by consumers living in former East Germany. We interviewed men and women who lived in East Germany about their consumption experiences before, during, and after Reunification. We present three emergent themes: "consumer resistance – emergence of anti‐consumption," "continued frugality – resistance to contemporary throwawayism?," and "Western Brand Resistance."


Our research reveals a deep aversion among East Germans to the modern, bureaucratic and obligatory practice of throwawayism and hyperconsumption. We find feelings of resentment and betrayal and discover a much deeper issue with consumption: the fact that consumption is often a disillusioning experience and that material possessions and abundance are actually driving East Germans apart – making them feel less socially connected. As East Germans are swept up in the global economic juggernaut of capitalism, they find that their collective identity and sense of community is also swallowed up. Upon this realization, dialogism appears, and we uncover this as resistance to Western practices of hyperconsumption, frugality‐as‐an‐ethic and an aversion to low quality throwaway‐type products. Based on our findings, we make suggestions for marketing practice and for future research.

Copyright © 2010 John Wiley & Sons, Ltd.

AbstractThis exploratory research utilizes the lens of uses and gratifications theory (UGT) to examine cross‐cultural differences in consumers' motives for using social media to build peer‐to‐peer (P2P) community. Using a mixed‐method approach through two studies, we first conduct in‐depth interviews to better understand consumers' motivations for P2P community on social media. Then exploratory factor analysis using Belgian and U.S. survey data and confirmatory composite analysis reveal the factors of curiosity, self‐presentation, social interaction, relational connections (Belgium only), the importance of social verification, and communication. Results from partial least squares structural equation modeling explain the relationship between the emerging factors and consumers' need for P2P community. While individualized motivations were found to be significant in both samples, relational motivations were not, as Belgian consumers were less concerned about socially interacting with others. Additionally, consumers' curiosity was not found to be significantly related to the need for community in either sample. This study extends previous research using the UGT framework by generating knowledge on cross‐cultural differences of P2P community on social media; theoretical and managerial implications are discussed.