An Identity Approach to Prosumption- a Case of Bacalhau Prosumption in Brazil

Lúcia Fátima Martins Guilhoto, Fundação Instituto de Administração, Brazil
Chunyan Xie, Stord/Haugesund University College, Norway
Kjell Gronhaug, Norwegian School of Economics and Business Administration, Norway
Jens Ostli, Nofima Marked, Norway
This paper explores the phenomenon of prosumption from the perspectives of role-based identity and social identity. We draw upon qualitative focus groups interviews consumers in Brazil and found empirical evidence on role identity for every phase of the bacalhau prosumption and evidence on social identity as well. It provides novel understanding of the prosumption process-especially related to food-related prosumption.
[ to cite ]:
Lúcia Fátima Martins Guilhoto, Chunyan Xie, Kjell Gronhaug, and Jens Ostli (2011) ,"An Identity Approach to Prosumption- a Case of Bacalhau Prosumption in Brazil", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.