Anti-consumption choices performed in a drinking culture: normative struggles and repairs

Cherrier, H and Gurrieri, L 2013, 'Anti-consumption choices performed in a drinking culture: normative struggles and repairs', Journal of Macromarketing, vol. 33, no. 3, pp. 232-244.


Document type: Journal Article
Collection: Journal Articles

Title Anti-consumption choices performed in a drinking culture: normative struggles and repairs
Author(s) Cherrier, H
Gurrieri, L
Year 2013
Journal name Journal of Macromarketing
Volume number 33
Issue number 3
Start page 232
End page 244
Total pages 13
Publisher Sage Publications
Abstract This article explores the normative barriers to anti-consumption practices and highlights that not-for-profit organizations have an important role to play in facilitating the rejection of consumption. The study is based on thirteen phenomenological interviews with individuals who engaged in one month of alcohol abstinence and illustrates three cultural barriers to rejecting alcohol consumption, namely: the collective obligation to participate in entrenched sharing practices, the collective expectation to reciprocate in gift-giving practices of alcoholic commodities, and the identification of abstinence as deviant nonconformity. The study also discusses the role of nonprofits as change agents within society, emphasizing their ability to mobilize disenfranchised groups, give voice to unpopular causes and facilitate community building that breeds trust and cooperation.
Subject Marketing not elsewhere classified
Keyword(s) alcohol abstinence
anti-consumption
choice
macromarketing
nonprofit organizations
norms
DOI - identifier 10.1177/0276146712467805
Copyright notice © The Author(s) 2012
ISSN 0276-1467
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Citation counts: TR Web of Science Citation Count  Cited 17 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 13 times in Scopus Article | Citations
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