A consumer culture theory perspective of the marketplace: An integrative review and agenda for research

In the last decades, the focus of studies on consumer behavior has changed from the individual to the group. Classical theories based on economic utility are insufficient to understand this phenomenon. Therefore, a new theoretical and postmodern approach seems necessary. Despite the increasing popul...

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Bibliographic Details
Published in:International journal of consumer studies 2021-07, Vol.45 (4), p.805-823
Main Authors: Hungara, Ana, Nobre, Helena
Format: Article
Language:English
Subjects:
brand communities
CCT
Classical theory
Consumer behavior
consumer culture theory
Consumption
consumption communities
Culture
Literature reviews
marketplace cultures
Popularity
systematic literature review
Systematic review
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Summary:In the last decades, the focus of studies on consumer behavior has changed from the individual to the group. Classical theories based on economic utility are insufficient to understand this phenomenon. Therefore, a new theoretical and postmodern approach seems necessary. Despite the increasing popularity of consumption communities, the investigation in the field is still dispersed. This study represents one first attempt to synthesize findings on the topic, in light of the consumer culture theory (CCT) tradition. CCT provides a useful framework to understand the social, cultural, experiential, and symbolic aspects of consumption. In this paper, we perform a systematic literature review on consumption communities. We also suggest an agenda for future research on the topic, consisting of its emerging themes and a set of propositions of study.
ISSN:1470-6423
1470-6431
DOI:10.1111/ijcs.12670