Consumer resistance and anti-consumption - Insights from the deviant careers of French illegal downloaders

Purpose – This paper aims to study consumer resistance and anti-consumption in the context of illegal downloading of cultural goods in France. This practice is socially constructed as deviant by marketplace actors' moral labeling. To that extent, deviant careers are adopted as an analytic framework to articulate these two concepts. Design/methodology/approach – A comprehensive approach was used. The authors conducted 49 in-depth interviews in 2009. The data collected were then analyzed to build the different steps of downloaders' careers and related identities and practices. Findings – The deviant careers identified shed light on the social construction of resistant identities and specific consumption practices in which social learning and devices play a major role. Accomplished careers enable deviant lifestyles that could be assimilated to anti-consumption in a mundane context. Practical implications – This study could help economic actors to improve their understanding of illegal downloaders' statements, motivations, and behaviors. It gives them clues to anticipate the massive changes in consumer culture occurring through dematerialization of cultural goods. Originality/value – This study sheds light on the distinctive features of consumer resistance and anti-consumption in a case of everyday and secret deviance strengthened by marketplace actors' moral labeling. It then helps to articulate these concepts through profiles related to downloaders' careers.