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The Regeneration of Consumer Movement Solidarity

Andreas Chatzidakis, Pauline Maclaran, Rohit Varman, Eileen Fischer, Linda L Price and Eileen Fischer

Journal of Consumer Research, 2021, vol. 48, issue 2, 289-308

Abstract: Consumer research has focused on the various resources and tactics that help movements achieve a range of institutional and marketplace changes. Yet, little attention has been paid to the persistence of movement solidarity, in particular its regeneration, despite a range of threats to it. Our research unpacks mechanisms that help consumer movement solidarity to overcome threats. Drawing on a 6-year ethnographic study of consumer movements in Exarcheia, a neighborhood in central Athens, Greece, we find that consumer movement solidarity persists despite a cataclysmic economic crisis that undermines their prevalent ideology and the emotional fatigue, that is, common in such movements. Three key mechanisms serve to overcome these threats: performative staging of collectivism, temporal tactics, and the emplacement of counter-sites. Overall, our study contributes to consumer research by illuminating how threats to solidarity are overcome by specific internal mechanisms that enable the regeneration of consumer movement solidarity.

Keywords: new social movements; consumer movements; solidarity; collective consumer action; consumer activism (search for similar items in EconPapers)
Date: 2021
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