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Quality‐of‐life as chronotopefication and futurization: Subsistence consumer experiences in India

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  • Sujit Raghunathrao Jagadale
  • Himadri Roy‐Chaudhuri
  • Djavlonbek Kadirov

Abstract

In the poverty‐ridden settings in neo‐liberal India, we explore how subsistence consumers construct their quality‐of‐life (QOL). Drawing on the concepts of chronotope and futurization, we posit two additional dimensions of subsistence consumers' construction of QOL namely, chronotopefication and futurization. Our findings suggest that chronotopefication and futurization are defining processes of subsistence consumers' construction of QOL perceptions; their sacrifices, efforts, and costs, however painful they may be, would be perceived as QOL enhancing from the prism of chronotopefication and futurization; and subsistence consumers chronotopize and futurize QOL for the whole extended household within the intergenerational temporal space by focusing on stable input–outcome pathways. Based on the evidence, we propose QOL as chronotopefication and futurization framework (QOL‐CFF). The framework suggests that subsistence consumers construct QOL as chronotope building, futurized and having a symbolic effect. They consider current agonies as a foundation for future building.

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  • Sujit Raghunathrao Jagadale & Himadri Roy‐Chaudhuri & Djavlonbek Kadirov, 2021. "Quality‐of‐life as chronotopefication and futurization: Subsistence consumer experiences in India," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(1), pages 59-86, March.
    • Handle: RePEc:bla:jconsa:v:55:y:2021:i:1:p:59-86
    DOI: 10.1111/joca.12309
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    3. Madhubalan Viswanathan & Ronika Chakrabarti & Paul Ingenbleek & Srinivas Venugopal, 2021. "Introduction to the special section on subsistence marketplaces," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(1), pages 3-7, March.
    4. Samer Sarofim & Ahmed Tolba & Morris Kalliny, 2022. "The effect of religiosity on customer's response to service failure: Belief‐in‐fate, forgiveness, and emotional wellbeing," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 465-486, March.

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