Intricacies of modern consumption: Consumerism vs. deconsumption

Bylok, Felicjan

doi:10.18778/1899-2226.20.8.06

Cited by 7 publications

(4 citation statements)

References 18 publications

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“…These ideologies and these meanings of consumerism have gradually been converging in recent decades, toward the construction of a new culture of consumption based on certain crucial issues, namely, sustainable consumption, green consumption and ethical consumption. In this regard, Bylok (2017) argued that all forms of modern consumption could be incorporated into the construct of "deconsumption," which includes, in addition to the abovementioned three central aspects of modern consumption, all forms of anticonsumption and movements promoting reduced consumption. In particular, the growing phenomenon of "voluntary simplicity" counteracts consumerism ideology by encouraging a EJM 56,2 lifestyle based on simplicity and by reducing the purchase of all unnecessary goods (Ballantine and Creery, 2010;Hollenbeck and Zinkhan, 2010).…”

Section: Discussionmentioning

confidence: 99%

“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities

Brandão

Popoli

2022

EJM

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Purpose This paper aims to provide a better understanding of negative consumer–brand relationships in social-media-based anti-brand communities from a consumer culture theory (CCT) perspective. In particular, it investigates the purpose and the meaning of the consumer participation in online anti-brand communities, also through the analysis of the ways in which they express negative feelings toward the hated brands. Design/methodology/approach This study applies a “symbolic netnographic” method to six anti-brand communities related to four global brands, namely, Apple, Nestlé, Uber and McDonald’s. Moreover, several interviews were conducted with anti-brand community administrators. Findings The findings show that the main reason for consumers to join anti-brand communities is a desire to participate in the construction of new meanings and values of modern consumption, translating their ideological incompatibility with certain brands into negative engagement and activism aimed at destroying the hated brand’s image and reputation. Furthermore, the findings reveal that brand anthropomorphism is a frequent means of communication also used in the context of negative consumer–brand relationships, to strengthen the battle against the hated brand in a more frontal and direct manner. Research limitations/implications Although this research provides some initial insights into negative consumer–brand relationships in the social media anti brand communities, the paper also has some limitations. The netnographic approach should be analyzed within more and different anti-brand communities. In this investigation, the authors perceived how difficult it is to obtain feedback from communities and to secure the collaboration of their administrators. There is also a need for research on other potential factors that can play a key role in negative consumer–brand relationships in social-media anti-brand communities, such as cultural capital or the impact of cultural perceptions. Moreover, future research should focus on different types of products and brand services, such as hedonic vs. utilitarian brands, as these might generate different types of consumer behavioral responses. Finally, a further direction for future research would be to consider the set of “brand recovery strategies” that can be implemented by companies to deal with negative consumer–brand relationships, including the identification of situations in which “not acting” could be preferable. Practical implications Understanding the antecedents and types of negative consumer–brand relationships enables companies to identify “brand recovery strategies” for managing negativity in the appropriate manner. Moreover, negative feelings toward brand could even be an opportunity for improving branding management. Originality/value This research improves on previous few studies dealing with online anti-brand communities from a CCT perspective. Firstly, it provides a holistic perspective of negative consumer–brand relationships in general and specifically of brand hate, thus advancing our understanding of the sociocultural dynamics of negative consumer–brand relationships; secondly, it provides new insights into the brand anthropomorphism phenomenon emerging in the negative feelings context. Overall, this research contributes to knowledge for both academics and managers as to why, how and for what purpose consumers experience negative engagement toward certain brands in the specific context of social-media-based anti-brand communities.

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Section: Discussionmentioning

confidence: 99%

“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities

Brandão

Popoli

2022

EJM

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“…If deconsumption might be seen as a permanent trend in the development of modern consumption (Bylok, 2017), perhaps Bauman's words are still valid (1998) '...to become a fully feathered and full-fledged member of society, you need to efficiently and effectively respond to the excitement and the temptation of the consumer market'.…”

Section: Discussionmentioning

confidence: 99%

The Greening of Consumption: Challenges for Consumers and Businesses

Dąbrowska

Jurowczyk²,

Ozimek

2022

Marketing of Scientific and Research Organizations

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The concern for the condition of the natural environment requires taking a new approach towards consumption and meeting consumer needs (Bocking 2009). Despite many initiatives related to the paradigm of sustainable development and the concept of sustainable consumption, the situation is still far from a general departure from mass consumption and consumerism. The article aims to try to synthetically organise the views of other authors on the challenges of greening consumption, both for enterprises and consumers in the context of social responsibility. Competences play an important role in this process. The greening of consumption has not yet been widely propagated in societies, including also Polish society. One of the crucial elements of greening consumption is the purchase of ecological/organic food products. To learn about the behaviour of Poles towards the issue discussed in this article, the authors conducted a study on a representative sample of Poles (N = 1,000) during Nov. 15–27, 2021, using the Computer Assisted Web Interview (CAWI) technique (which is an online surveying technique that fits into the quantitative methodology of market and opinion research) and online panels as part of the omnibus study. The survey shows that only 7.1% of the respondents have never purchased ecological/organic food products. Among buyers, 21.8% do it rarely/sporadically, 40.1% occasionally/sometimes, 20.2% often/try to choose ecological products when shopping and 10.8% do it very often or always. Among the respondents, 55.3% declared that ecological/organic products are expensive but still worth the price due to the health benefits they bring. Noticing the advantages of these products, 63.7% of respondents would like to buy more of them. In view of the results obtained, it can be said that it is necessary to disseminate the main greening consumption ideas that are apparent from this study, and this can be done through education, building consumer competences or visualising the effects of the continuation of current consumption habits. The problem of protecting the natural environment, discussed in numerous documents issued by governments and international organisations and in scientific publications, cannot remain unnoticed. Greening consumption is a challenge for companies whose production should be rational in using non-renewable natural resources, reducing or eliminating toxic waste, using recyclable packaging and introducing ‘clean production’ principles aimed at obtaining consumer products using more cost-effective and healthier methods. It is also a challenge for consumers, who should replace perishable goods with products with a longer life cycle, consume goods and services more sparingly and cease to accept planned obsolescence of products or unethical behaviour of enterprises towards their employees.

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“…Interestingly, there appear to be shifts in attitudes and behavior leading to long-term positive changes (Mehta et al, 2020). For example, Kirk and Rifkin (2020, p. 129) identify Anti-consumption discourses and consumer identity formation Cotte and Trudel (2009) Consumer behavior and attitudes linked to the impacts consumption has on society Roux and Nantel (2009) Hierarchy within types of conscious consumers: environmentally conscious socially responsible and ethical Sheth et al (2011) Sense of responsibility for welfare of the self, community and the environment, guided by a mindful mindset Hanss and Böhm (2012) Consumption underpinned by an understanding of sustainability Carr et al (2012) Any choice about products or services made as a way to express values of sustainability, social justice, corporate responsibility, or workers' rights and that takes into account the larger context of production, distribution, or impacts of goods and services Minton et al (2015) Driven by a need to take care of the environment Bylok (2017) Conscious consumption as deconsumption; conscious consumer has more socially and environmentally friendly habits Kevany (2019) Consider the social, economic, environmental and communal implications of purchases and decide to consume only what is beneficial and necessary three key phases of consumer behavior during the pandemic, namely:…”

Section: Retail Sector and The "Next Normal"mentioning

confidence: 99%

Cause for pause in retail service: a respond, reimagine, recover framework

Palakshappa

Dodds

Bulmer

2022

JSM

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Purpose The COVID-19 pandemic has caused many consumers to pause and rethink the impacts of their consumption behavior. The purpose of this paper is to explore changes to consumers’ preferences and shopping behavior in retail using a sustainable consumption lens to understand the long-term effects of the pandemic on retail services. Design/methodology/approach Semi-structured interviews were conducted with 30 participants to gain insights into shopping behaviors and preferences during the pandemic and to investigate changes in attitudes or behaviors toward sustainable consumption as a result of the pandemic. Data analysis involved an iterative inductive process and subsequent thematic analysis. Findings The results reveal a strong move toward sustainable and conscious consumption with three key changes occurring as a result of the pandemic, including changes in consumers’ ethos, move to purpose-driven shopping and drive to buy local and support national. Practical implications This paper reveals insights into consumer shopping behaviors and preferences that can potentially counter the collapse of “normal” marketplace activities in the face of the current global pandemic by providing a framework for how retail services can respond, reimagine and recover to move forward long term. Originality/value This study uncovers the importance of services marketing in endorsing and promoting sustainable consumption by shaping subtle shifts in conscious consumption as a way to recover from a global pandemic and move to a “new” service marketplace.

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Intricacies of modern consumption: Consumerism vs. deconsumption

Cited by 7 publications

References 18 publications

“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities

“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities

The Greening of Consumption: Challenges for Consumers and Businesses

Cause for pause in retail service: a respond, reimagine, recover framework

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