Explore the Richness of a Complex Prosumption Experience -A Case of Bacalhau Prosumption in North-East Brazil

We study prosumption where the line between production and consumption become blurred. Prosumption is a multifaceted process that involves consumers in creative endeavors. A focus group study was conducted to explore prosumption of bacalhau dinners by families in Brazil. The preliminary results show that bacalhau prosumption has rich meanings and people connect various values (e.g., cultural, social and personal values) to such a prosumption practice. The process of bacalhau prosumption is also reported to be a complex multi-stages process. This study provides qualitative foundation for further quantitative investigation (e.g., survey) of bacalhau prosumption.


Chunyan Xie and Jens Ostli (2008) ,"Explore the Richness of a Complex Prosumption Experience -A Case of Bacalhau Prosumption in North-East Brazil", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research.

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Chunyan Xie, Haugesund University College, Norway
Jens Ostli, Norwegian Institute of Fisheries and Aquaculture Research, Norway


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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