“Doing the duck”: negotiating the resistant‐consumer identity

@article{Fernandez2011DoingTD,
  title={“Doing the duck”: negotiating the resistant‐consumer identity},
  author={Karen V. Fernandez and Amanda J. Brittain and Sandra D. Bennett},
  journal={European Journal of Marketing},
  year={2011},
  volume={45},
  pages={1779-1788}
}
Purpose – This paper aims to examine how dumpster divers' practices and tension‐resolution strategies facilitate their construction of resistant‐consumer identities outside the dominant paradigm of consumer choice.Design/methodology/approach – Interview data were interpreted with the assistance of relevant literature, netnography and observation.Findings – By viewing ideological motivations as paramount, even divers initially having economic or psychological motivations are able to negotiate a… 

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