Introducing structuration theory in communal consumption behavior research

Abstract

Purpose -In community research, there is a large gap between theoretical developments and empirical proves. Especially, in micro-macro contexts, where the interaction between micro-(the community member) and macro-(the community) level variables have significant effects, no comprehensive theoretical approach that explicitly frames micro-macro phenomena has been considered in empirical methodology. This study attempts to present a multilevel theoretical framework which explains the complex interrelationship of various elements that shape consumption experience and market institutions. Design/methodology/approach -Based on practical questions related to community research, where individuals act in communal contexts, shape the community and are influenced by the community, the importance of studying micro-macro phenomena are discussed. These preliminaries form assumptions that are integrated into theoretical and methodological developments. It is shown how structuration approaches meet the assumptions on communal consumption research and how multilevel analyses fit into the assumptions that are raised by the structuration approach. Findings -The paper develops and presents a multilevel model, which represents the interplay among various cultural levels that influence consumption experience and the evolution of consumption trends. This model proposes a theoretical framework which explains structuration in consumer research contexts. Originality/value -Academics can use this study to understand the link between communal consumption theory to methodology. They have access to a research framework that integrates micro-macro effects and receive some ideas on possible structures and variables they can analyze. Practitioners learn that within communal research consumption patterns do not only influence individuals, but they also determine the community's structure that in turn shapes the behaviour of its members.

Experiential responsible consumption

“…This is not surprising in a culture where emotional communal affiliation is something that people seek but cannot easily find in their everyday lives (Muniz & O'Guinn, 2001). Voluntourism in general and AB trips in particular involve the act or process of people consuming something together with or in the presence of others, therefore they are communal consumption contexts (Algesheimer & Gurău, 2008).…”

Children as vulnerable consumers: a first conceptualisation

“…Schatzki, 1996) and Latour's (1993) concept of 'actor-network'. Structuration theory and the Habitus posit that people are constantly engaged in a process of constructing and modifying the social structures of their social system, which in turn influence and determine individual behaviours (Algesheimer & Gurau, 2008) in a mutual process of influence which favours neither agency nor structure. Social Practices Theory develops these ideas and treats individuals as carriers and performers of practices, who through their performance, or lack thereof, can shape the structure of the practice but who are also constrained in their daily activities by the existence and make-up of the various practices with which they come into contact.…”

Influence of Tourist Geographical Context on Customer-Based Destination Brand Equity: An Empirical Analysis

“…From the perspective of Service-Dominant Logic (SDL), consumer context becomes a central feature of their behavior (Vargo and Lusch 2011, 2016; Vargo, Wieland, and Akaka 2015). This context is partially determined by a neighborhood or subculture that represents a collective of similar people; it can also, therefore, be shaped by the geographical proximity in which consumers live and interact (Algesheimer and Gurau 2008; Allen 2002).…”