Bringing the perspective of consumer communities to the evaluation of health empowerment programs. An ethnography of alternative medicine consumers

L'apport de la perspective des communautés de consommation à l'évaluation des programmes de responsabilisation en santé. Une ethnographie des consommateurs de médecines alternatives

Paul Pasquier (), Laure Ambroise () and Anthony Galluzzo ()
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Paul Pasquier: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne, IAE ST-E - Institut d'Administration des Entreprises de Saint Etienne - UJM - Université Jean Monnet - Saint-Étienne
Laure Ambroise: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne, IAE ST-E - Institut d'Administration des Entreprises de Saint Etienne - UJM - Université Jean Monnet - Saint-Étienne
Anthony Galluzzo: IAE ST-E - Institut d'Administration des Entreprises de Saint Etienne - UJM - Université Jean Monnet - Saint-Étienne, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: Patient empowerment programs, which encourage individuals to take charge of their own care, are rarely assessed from the perspective of consumption communities. These communities, which product cultures, may perform these incentives and adopt unexpected health behaviors. We propose an ethnography of alternative medicine consumption communities. Our study shows that consumers consider themselves responsible for their care, but conventional medicine is perceived as a barrier to the deployment of this responsibility; on the contrary, alternative medicines offers practical frameworks for exercising their health by themselves. Thus, we indicate the relevance of evaluating health empowerment programs through the cultural study of consumer behaviour.

Keywords: Consumer Culture Theory; Ethnomarketing; Health promotion; Public policy; Consumption communities; Promotion de la santé; Politiques publiques; Communautés de consommation (search for similar items in EconPapers)
Date: 2021-05-19
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Published in 37ème Congrès International de l'AFM, May 2021, Angers, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04738954

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