Principle-Based Consumption Communities: Exploring the Meanings Derived from Socially Conscious Consumption Practices. (September 2015)

• Record Type: Journal Article
• Authors: DeVincenzo, Marie Hafey; Scammon, Debra
• Is Part Of: Journal of public policy & marketing. Volume 34:Number 2(2015)
• Page Start: 143
• Page End: 155
• Publication Date: 2015-09
• Subjects: sense of community -- socially conscious consumption -- interpretive methodology -- consumer behavior -- principle-based consumption community; Marketing -- Periodicals; Marketing -- Social aspects -- Periodicals; 658.802
• DOI: 10.1509/jppm.13.021
• Languages: English
• ISSNs: 0743-9156

Abstract

This exploratory study examines the consumption behavior of people participating in a wind energy program. The authors use the psychological sense of community as a theoretical grounding for the study because it provides a way to examine socially conscious behaviors not solely as the behaviors of individuals but rather as behaviors within a social context with social meaning. The authors analyze indepth interviews using a hermeneutical approach, and the findings identify a principle-based, consumption community to which the informants felt they belonged. The article concludes with a discussion of implications for marketers, policy makers, and environmental activists.