Community and consumption relationships for consumers with recurring mobility

Monica C. Scarano () and Mortara Ariela ()
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Monica C. Scarano: Université Catholique de Lille
Mortara Ariela: IULM University

Italian Journal of Marketing, 2023, vol. 2023, issue 4, No 2, 470 pages

Abstract: Abstract Considering the different forms of geographic mobility (e.g. tourism, migration) is relevant to consumer behavior because these trajectories shape consumption and the relationship with the local community. This paper extends the understanding of consumer behavior in a specific form of mobility: recurring mobility in the context of vacations, based on Urry’s sociological perspective. Using 20 semi-structured interviews with consumers who move periodically within their geographically dispersed network of friends and family, our study reveals that consumers with recurring mobility are linked to the visited community and engage in the passage of products. This behavior differs from other types of mobility discussed in the marketing literature. The relationship to materiality is also discussed.

Keywords: Consumer culture theory; Mobility; Consumption; Circulation; Liquid consumption (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s43039-023-00080-5

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