Consumer Movements and Value Regimes: Fighting Food Waste in Germany by Building Alternative Object Pathways

Item Type Journal paper
Abstract Consumer movements strive to change markets when those markets produce value outcomes that conflict with consumers’ higher-order values. Prior studies argue that consumer movements primarily seek to challenge these value outcomes by championing alternative higher-order values or by pressuring institutions to change market governance mechanisms. Building on and refining theorization on value regimes, this study illuminates a new type of consumer movement strategy where consumers collaborate to construct alternative object pathways. The study draws from ethnographic fieldwork in the German retail food sector and shows how building alternative object pathways allowed a consumer movement to mitigate the value regime’s excessive production of food waste. The revised value regime theorization offers a new and more holistic way of understanding and contextualizing how and where consumer movements mobilize for change. It also provides a new tool for understanding systemic value creation and the role of consumers in such processes.
Authors Gollnhofer, Johanna Franziska; Weijo, Henri & Schouten, John
Journal or Publication Title Journal of Consumer Research
Language English
Subjects business studies
social sciences
cultural studies
HSG Classification contribution to scientific community
HSG Profile Area Global Center for Customer Insight
Refereed Yes
Date 6 February 2019
Publisher University of Chicago Press
Volume 46
Number 3
Page Range 460-482
ISSN 0093-5301
Publisher DOI https://doi.org/10.1093/jcr/ucz004
Depositing User Prof. Dr. Johanna Franziska Gollnhofer
Date Deposited 05 Feb 2019 15:52
Last Modified 08 Jun 2021 00:25
URI: https://www.alexandria.unisg.ch/publications/256600

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Gollnhofer, Johanna Franziska; Weijo, Henri & Schouten, John (2019) Consumer Movements and Value Regimes: Fighting Food Waste in Germany by Building Alternative Object Pathways. Journal of Consumer Research, 46 (3). 460-482. ISSN 0093-5301

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https://www.alexandria.unisg.ch/id/eprint/256600
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