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Chapter 11 Links to selected Journals (Research Insights)
Research Insight 11.1
Source: Kozinets, R., Patterson, A., and Ashman, R. (2017), Networks of desire: how technology increases our passion to consume, Journal of Consumer Research, 43, 5, 659–82.
Insight: This paper takes a consumer culture theory approach to looking at how contemporary technology impacts on the passion for consumption. Drawing on participant observation and in-depth interviewdata, this study focused on online food image sharing (e.g. on food networks and food blogs), and illustrated the ways in which technology increases the desire for sharing and consumption of these types of images.
URL: https://academic.oup.com/jcr/article-abstract/43/5/659/2688912
Research Insight 11.2
Source: Peyer, M., Balderjahn, I., Seegebarth, B., and Klemm, A. (2017), The role of sustainability in profiling voluntary simplifiers. Journal of Business Research, 70, 37–43.
Insight: Using objective measures of income level and expenditure on durable goods this research undertaken in Germany identifies a sizeable market segment of moderate voluntary simplifiers (14.4 per cent of total population). This group represents a target market for both green products and potentially for products that can meet consumer trends towards lower consumption (e.g. access-based consumption; more durable goods; second-hand purchasing; repairing). These moderate voluntary simplifiers represent a move towards more sustainable models of consumption, which don’t necessitate a wholesale removal from the market.
URL: https://www.sciencedirect.com/science/article/pii/S0148296316304866
Research Insight 11.3
Source: Bahl, S., Milne, G.R., Ross, S.M., et al. (2016), Mindfulness: its transformative potential for consumer, societal, and environmental well-being, Journal of Public Policy & Marketing, 35, 2, 198–210.
Insight: In this paper, the authors propose the concept of mindfulness in consumption as a way of having a positive impact on consumer well-being. One area they look at in detail is the idea of mindful consumption as an approach to promoting more pro-social behaviours, including being less materialistic, being more environmentally oriented, and supporting consumers to be less wasteful. The authors make suggestions that consumers, institutions, and policy-makers could adopt to promote mindful consumption.
URL: https://www.ama.org/publications/JournalOfPublicPolicyAndMarketing/Pages/mindfulness.aspx
Research Insight 11.4
Source: Schaefers, T., Lawson, S.J., and Kukar-Kinney, M. (2016). How the burdens of ownership promote consumer usage of access-based services. Marketing Letters, 27, 569–77.
Insight: This paper builds on the recent consumer research work on access-based consumption by Bardhi and Eckhardt (2012) to consider the relationship between how consumers view the burden of ownership (risks and responsibilities that accompany owning goods), access-based usage levels, and subsequent decisions to own goods (or not). Looking at data from a US car-sharing provider, they found that there is a link between access-based service usage and risk perceptions. The lower financial commitment inherent in an access-based service makes it a viable alternative to ownership. Where consumers are more concerned with performance risks associated with ownership, they are more likely to have made use of access-based services. In situations where consumers are uncertain about the social consequences of ownership, they tend to have higher access-based service usage. The research also found that higher usage of an access-based service increases the likelihood that consumers subsequently reduce ownership.