Consumer Waste Meaning(s): a Semiotic Perspective

The purpose of this article is to explore how consumers interpret waste. Applying a semiotic approach, a typology of consumers' interpretations of waste is developed in the form of a semiotic square. The model identifies four units of meaning that consumers attribute to the notion of waste.


Cristiano Smaniotto, Jean-Paul Peronard, and Anne Gammelgaard Ballantyne (2020) ,"Consumer Waste Meaning(s): a Semiotic Perspective", 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: 134-138.


Cristiano Smaniotto, Aarhus University
Jean-Paul Peronard, Aarhus University
Anne Gammelgaard Ballantyne, Aarhus University


NA - Advances in Consumer Research Volume 48 | 2020

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