Consumption systems: Unveiling bi‐residential and delegated consumption

Based on an exploratory study of 29 semi‐structured interviews followed by a grounded theory analysis, this research explores the circulation of local products and brands enacted by bi‐residential consumers with geographically dispersed networks across two places. The results show that two new consumption systems are emerging at the frontier between conventional and collaborative consumption: bi‐residential and delegated consumption. In these two consumption systems, the bi‐residential consumer mediates the relationship between the retailer and the final consumer, thus informally extending the retailer's downstream value chain. Bi‐residential and delegated systems partly overlap but also differ from conventional or collaborative consumption systems in two ways: (a) they are linked in a modelized process sustained by the perception of ‘access' and the ‘logistic role' of the bi‐residential consumer; (b) they are embedded in a hybrid exchange system intertwining gift‐giving and monetary exchange. These consumption systems occur at the interstice between conventional and collaborative consumption. Local retailers and brands could benefit from knowledge in this area with a view to opening up new opportunities in value co‐creation with bi‐residential consumers.