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

  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},
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… 

Figures from this paper

The queer manifesto: Imagining new possibilities and futures for marketing and consumer research
In this manifesto, we explore how queer theory can contribute to expanding what we consider legitimate knowledge within marketing research. Previous scholars in marketing and management have
The Legitimation of a Sustainable Practice through Dialectical Adaptation in the Marketplace
Consumers, retailers, and public policy makers all strive to engage in sustainable behavior. However, such actions often conflict with existing regulatory, normative, or cultural-cognitive
Challenging food norms: Understanding the dumpster diving culture in Gothenburg, Sweden
Purpose: The purpose of this paper is to study dumpster divers in Gothenburg, Sweden in order to explore the various motivations for diving in commercial containers and to provide deeper insights
Digital technology-enabled transformative consumer responsibilisation: a case study
Purpose This paper aims to explore how a socio-digital platform can facilitate consumer responsibilisation in food consumption to encourage sustained responsible consumption and uncovers its
Anti-consumption and materialism in consumer behaviour: a value orientation perspective
Starting from the premise that both anti-consumption and materialism are prevalent concepts in developed economies, this study firstly empirically explores if anti-consumption attitudes and
Green Consumption Practices Among Young Environmentalists: A Practice Theory Perspective
We examined the subjective experiences of young environmentalists who engage in green consumption practices from the theoretical lens of Warde’s (J Consum Cult 5(2):131–153, 2005) practice theory.
Organization and Stigma Management
Scholarly work has discussed the ways in which stigmatized groups may resist their stigma, along with various resources at their disposal that facilitate such resistance. However, it has not
The bigger society: : considering lived consumption experiences in managing social change around obesity
Purpose – This paper aims to argue that the limited success in addressing rising rates of obesity is underscored by health promotion practices and policies’ failure to consider the instrumental and
Reclaiming unwanted things: alternative consumption practices, social change and the everyday
This study looks at ways of acquiring, using and disposing of goods 'outside' the formal economy, focusing on three examples of reclamation practices: (1) giving and receiving goods free of charge


Living production‐engaged alternatives: An examination of new consumption communities
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
An Ecofeminist Analysis of Environmentally Sensitive Women using Qualitative Methodology: The Emancipatory Potential of an Ecological Life
Using depth interviews and observations, the authors empirically examine market activities of women who care deeply about nature. Interpreted in the light of ecofeminist theory, the data suggest that
Anti-consumption discourses and consumer-resistant identities
Ordinary Resistance as a Parasitic Form of Action: A Dialogical Analysis of Consumer/Firm Relations
INTRODUCTION Holt’s (2002) article on dialectical relations between consumers and brands has usefully stressed the centrality of the market as the locus of construction of people’s identities.
Anti-consumption and brand avoidance
Tribal marketing: The tribalisation of society and its impact on the conduct of marketing
This paper presents an alternative, “Latin” vision of our societies. Here the urgent societal issue is not to celebrate freedom from social constraints, but to re‐establish communal embeddedness. The
Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man
This ethnography explores the emancipatory dynamics of the Burning Man project, a one-week-long antimarket event. Practices used at Burning Man to distance consumers from the market include
Community and consumption
Encapsulates the debate on the topics of confusion in consumption and the return of community. Starting with an ethnosociological analysis structuring the passage from modernity to postmodernity
Gleaning from Gluttony: an Australian youth subculture confronts the ethics of waste
Abstract As part of the global ‘rights to the city’ movement and mounting concern over food waste, results are presented here of an ethnographic study of young people in Australia who choose to glean
Thrift shopping: Combining utilitarian thrift and hedonic treat benefits
Through an ethnography of shopping that takes place in five thrift stores in a US midwestern town, the authors examine the role of thrift in a shopping process that is both economic and