Freeing Oneself (Or Not) From Constraining Social Structures to Progress in Anti-Consumption: an Analysis Through Symbolic Interactionism

The aim of this paper is to understand the extent to which individuals manage constraining social structures in anti-consumption. Drawing on symbolic interactionism, the results show the meaning of the relationship with others through four relational strategies that involve communication through practices and/or discourses (hiding; camouflage; awareness; self-assertion) influencing identity.



Citation:

Valérie Guillard (2020) ,"Freeing Oneself (Or Not) From Constraining Social Structures to Progress in Anti-Consumption: an Analysis Through Symbolic Interactionism", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 337-378.

Authors

Valérie Guillard, University of Lille, France



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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