The Freegan phenomenon: anti‐consumption or consumer resistance?

Abstract

Purpose

This paper aims to investigate collective identity construction process and applicability of resistance dimensions to the Freegan phenomenon.

Design/methodology/approach

Data triangulation approach combines netnography of the Freegan online discourses, and content analysis of mainstream consumer views of Freeganism.

Findings

Participation in shared practices facilitates Freegan collective identity construction through convergence of radical consumer resistance and market‐mediated anti‐consumption.

Research limitations/implications

Multi‐dimensional conceptualization of resistance is applicable to analyzing consumer movements.

Originality/value

Through data triangulation, this research offers an analysis of internally negotiated and externally ascribed Freegan group identities.

Citation

Pentina, I. and Amos, C. (2011), "The Freegan phenomenon: anti‐consumption or consumer resistance?", European Journal of Marketing, Vol. 45 No. 11/12, pp. 1768-1778. https://doi.org/10.1108/03090561111167405