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The Regeneration of Consumer Movement Solidarity

Author

Listed:
  • Andreas Chatzidakis
  • Pauline Maclaran
  • Rohit Varman
  • Eileen Fischer
  • Linda L Price
  • Eileen Fischer

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.

Suggested Citation

  • Andreas Chatzidakis & Pauline Maclaran & Rohit Varman & Eileen Fischer & Linda L Price & Eileen Fischer, 2021. "The Regeneration of Consumer Movement Solidarity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(2), pages 289-308.
    • Handle: RePEc:oup:jconrs:v:48:y:2021:i:2:p:289-308.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucab007
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    Citations

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    Cited by:

    1. Johnson, Abbie-Gayle & Buhalis, Dimitrios, 2022. "Solidarity during times of crisis through co-creation," Annals of Tourism Research, Elsevier, vol. 97(C).
    2. Matthew M. Mars & Hope Jensen Schau & Tyler E. Thorp, 2023. "Narrative curation and stewardship in contested marketspaces," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 418-443, March.
    3. Swapan Deep Arora, 2024. "Consumer proactive empowerment: A systematic review and taxonomy development," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 104-121, June.

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