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Sustainable Prosumer Identity projects and motives

Hawasli, Omar LU and Zhang, Chupei (2022) SMMM40 20221
Department of Service Studies
Abstract
As people develop different identities throughout their lifespan, unparalleled challenges such as climate change and COVID-19 and the great tendency to adapt to more sustainable life have encouraged them to opt for types of identities that are more suitable to overcome such challenges. Identities based on purchasing products and services for self-consumption have become less attractive, an inactive stance has been supplanted with a more active one where a growing number of people are more conscious of the adverse effects of their consumption on the environment and society, and more inclined to disengage from the market by refusing overconsumption and forming an identity that is denoted by anti-consumption or self-production. The purpose of... (More)
As people develop different identities throughout their lifespan, unparalleled challenges such as climate change and COVID-19 and the great tendency to adapt to more sustainable life have encouraged them to opt for types of identities that are more suitable to overcome such challenges. Identities based on purchasing products and services for self-consumption have become less attractive, an inactive stance has been supplanted with a more active one where a growing number of people are more conscious of the adverse effects of their consumption on the environment and society, and more inclined to disengage from the market by refusing overconsumption and forming an identity that is denoted by anti-consumption or self-production. The purpose of this qualitative research was to trace the sustainable prosumer identity development and identify the various motives by which this identity is guided in different contexts and the market’s role in sustainable prosumer identity development. The collected data from 19 interviews revealed several different motives by which three different clusters are guided. Certain motives have driven two clusters towards sustainable prosumer identity partially and wholly, and one cluster away from this identity. The study accentuated the change of motives through identity development, the impact of the marketplace mechanisms on this development, and the unprecedented challenges. (Less)
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author
Hawasli, Omar LU and Zhang, Chupei
supervisor
organization
course
SMMM40 20221
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Consumer culture theory, Prosumer, Prosumption, Identity, Identity motive, Identity process. The process-oriented model
language
English
id
9089350
date added to LUP
2022-06-23 08:29:29
date last changed
2022-06-23 08:29:29
@misc{9089350,
  abstract     = {{As people develop different identities throughout their lifespan, unparalleled challenges such as climate change and COVID-19 and the great tendency to adapt to more sustainable life have encouraged them to opt for types of identities that are more suitable to overcome such challenges. Identities based on purchasing products and services for self-consumption have become less attractive, an inactive stance has been supplanted with a more active one where a growing number of people are more conscious of the adverse effects of their consumption on the environment and society, and more inclined to disengage from the market by refusing overconsumption and forming an identity that is denoted by anti-consumption or self-production. The purpose of this qualitative research was to trace the sustainable prosumer identity development and identify the various motives by which this identity is guided in different contexts and the market’s role in sustainable prosumer identity development. The collected data from 19 interviews revealed several different motives by which three different clusters are guided. Certain motives have driven two clusters towards sustainable prosumer identity partially and wholly, and one cluster away from this identity. The study accentuated the change of motives through identity development, the impact of the marketplace mechanisms on this development, and the unprecedented challenges.}},
  author       = {{Hawasli, Omar and Zhang, Chupei}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Sustainable Prosumer Identity projects and motives}},
  year         = {{2022}},
}