Advanced

The cultural creation of affect amongst vegan consumers: An ethnographic analysis of online consumption communities

Fuller, Jery LU (2016) SMMM20 20161
Department of Service Management and Service Studies
Abstract
This thesis addresses a critical research gap in understanding vegan consumer culture and problematizes dominant theory on consumer culture by establishing the cultural importance of affect towards consumption. These goals are researched in tandem by exploring affective expressions and creations of affective orientations amongst vegans in online consumption communities. An ethnographic study was undertaken using a methodological approach influenced by netnography, focused ethnography, and autoethnography. Affective interactions as data were triangulated between three vegan social media communities based in Sweden, South Korea, and the United States. The empirical research and analysis built upon a conceptual framework synthesizing theory... (More)
This thesis addresses a critical research gap in understanding vegan consumer culture and problematizes dominant theory on consumer culture by establishing the cultural importance of affect towards consumption. These goals are researched in tandem by exploring affective expressions and creations of affective orientations amongst vegans in online consumption communities. An ethnographic study was undertaken using a methodological approach influenced by netnography, focused ethnography, and autoethnography. Affective interactions as data were triangulated between three vegan social media communities based in Sweden, South Korea, and the United States. The empirical research and analysis built upon a conceptual framework synthesizing theory on social affect, collective feelings, affective orientations, and digital prosumption. Theory was generated on types of affective expression amongst vegan consumers and the cultural formation of affective orientations towards consumption. Cultural context and a model of affective value creation were used in understanding how these affective orientations are created. The theoretical contributions include forming an affective understanding of consumer culture, a model for understanding vegan consumer culture, and a linkage between affect theory, consumer culture, and service management. (Less)
Please use this url to cite or link to this publication:
author
Fuller, Jery LU
supervisor
organization
course
SMMM20 20161
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Affect theory, consumer culture, vegan consumption, netnography, online consumption communities
language
English
id
8887555
date added to LUP
2016-08-31 17:21:14
date last changed
2016-08-31 17:21:14
@misc{8887555,
  abstract     = {This thesis addresses a critical research gap in understanding vegan consumer culture and problematizes dominant theory on consumer culture by establishing the cultural importance of affect towards consumption. These goals are researched in tandem by exploring affective expressions and creations of affective orientations amongst vegans in online consumption communities. An ethnographic study was undertaken using a methodological approach influenced by netnography, focused ethnography, and autoethnography. Affective interactions as data were triangulated between three vegan social media communities based in Sweden, South Korea, and the United States. The empirical research and analysis built upon a conceptual framework synthesizing theory on social affect, collective feelings, affective orientations, and digital prosumption. Theory was generated on types of affective expression amongst vegan consumers and the cultural formation of affective orientations towards consumption. Cultural context and a model of affective value creation were used in understanding how these affective orientations are created. The theoretical contributions include forming an affective understanding of consumer culture, a model for understanding vegan consumer culture, and a linkage between affect theory, consumer culture, and service management.},
  author       = {Fuller, Jery},
  keyword      = {Affect theory,consumer culture,vegan consumption,netnography,online consumption communities},
  language     = {eng},
  note         = {Student Paper},
  title        = {The cultural creation of affect amongst vegan consumers: An ethnographic analysis of online consumption communities},
  year         = {2016},
}