Taste the Waste – Constructing New Moralities Through Taboo Consumption

Johanna F. Gollnhofer, University of St. Gallen, Switzerland
Drawing on assemblage theory and the concept of territorialization, we show how consumers create new moralities by engaging voluntarily in taboo consumption behavior. In an ethnographic study of dumpster diving, and accounting for the role of materiality in the construction of morality, we find that violating taboos brings a de-stabilizing focus to prevailing morality, creating a space for a new morality to form.
[ to cite ]:
Johanna F. Gollnhofer (2015) ,"Taste the Waste – Constructing New Moralities Through Taboo Consumption", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 542-542.