Consumption, Anti-Consumption and Consumption Communities

Abstract

Broadly, consumerism can be considered as a set of beliefs and values integrated into, but not exclusive to, the global market system, intended to make people believe that happiness is best achieved through possessions. In literature there are several other definitions of consumerism, consumption, anti-consumption and consumption communities. Therefore, the purpose of this chapter is to (i) present an overview of the research concepts, models and main theories of this topic, based on a systematic literature review and using the following databases to search information: Elsevier, Emerald, Science Direct, EBSCO, Springer, and ISI web knowledge; (ii) formulate a framework of consumption waves and anti-consumption motivations and types (iii) discuss consumption and anti-consumerism in football (soccer) context. The current study also carried out semi-structured interviews with 15 football fans with an average duration of 60 minutes each. Findings revealed four main types of anti-consumption: Global impact consumers or anti-consumption society; Selective consumption or anti-loyalists market activists; Conservative or Simplifiers; and Rejection of brand hegemony. Football fans are avid consumers of many products, such as information, knowledge, travels, tickets to matches, and diverse merchandizing from brands that sponsor the team and the club. Nevertheless, they are also selective consumers, rejecting everything connected to the rival clubs. Finally, the chapter provides insights for further research and managerial implications. In this vein, this chapter contributes to the existing literature giving insights for a better understanding of football clubs and fans as consumers and anti-consumers.

Football brand managers perspectives how to deal with fans emotions

“…The brand community is essential. The club must have a strong community, a strong connection to the fans (Loureiro, Pires, & Cayolla, 2014). Fans have to feel that, even in moments of lack of control (i.e.…”

Consumerism in the purchasing behavior of Polish seniors

“…According to Elkins, consumerism means excessive acquisition of material goods and services, resulting from the erroneous belief of consumers that "(...) the possession and use of an increasing number and variety of goods and services is the principal cultural aspiration and the surest perceived route to personal happiness, social status, and national success" (Elkins, 1991, p. 246). S. Loureiro provides a similar definition of consumerism as a set of views and values characteristic of (but not exclusive for) the global capitalist system, aimed at convincing people that the best way to assert human value and achieve happiness is through consumption and possession of goods (Loureiro et al, 2014). K. Romaniszyn offers a slightly broader definition of consumerism.…”