We introduce the construct of liquid consumption, and explicate what its defining characteristics are. We outline the boundary conditions of liquid consumption, and explain why a liquid perspective is needed within consumer research and how it will transform key constructs, such as materiality, the nature of relationships, and ethical consumption.
Giana Eckhardt and Fleura Bardhi (2015) ,"Liquid Consumption", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 134-135.
Giana Eckhardt, Royal Holloway, University of London, UK
Fleura Bardhi, City University of London, UK
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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