Practicing Sustainability:The Role of Consumer Competence

This thesis contributes to the conceptualisation of consumer competence in the context of pursuing a sustainable consumption lifestyle. It overcomes the limitations of decision-making perspectives, which conceive sustainable consumption as a problem solving exercise based on possessing the relevant information. Drawing on the findings from an investigation into the nature of the competence mobilised by consumers who are committed to the sustainability agenda, a more comprehensive formulation of the concept of competence is advanced. More specifically, competence, as a result of the study, is framed in light of its multifaceted and dynamic nature as well as being a tool mobilised by consumers when attempting to lead their desired life projects. It emerges that they combine three complementary dimensions of consumer competence in varying configurations to pursue their sustainability goals according to their lived experience. First, they judge the marketplace by evaluating product offers and the functioning of the market. Second, they use their abilities to shape the marketplace by employing craftsmanship skills so as to become producers of their own consumption. Third, they mobilise their resources towards the accomplishment of their sustainability objectives. However, it is also elicited that competence has a reverse side that can be counterproductive for the performance of consumption practices, including indecision brought on by information overload and consumers living with the unhappy acknowledgement that they do not always live up to their sustainability ideals.

[1]  F. Capra.  Sustainable Living, Ecological Literacy, and the Breath of Life. , 2007 .

[2]  Patrick Hartmann,et al.  Green value added , 2006 .

[3]  R. Buchholz,et al.  The Ethics of Consumption Activities: A Future Paradigm? , 1998 .

[4]  Roger Dickinson,et al.  Consumption as Voting: An Exploration of Consumer Empowerment , 2006 .

[5]  Iain Black,et al.  Anti-consumption as part of living a sustainable lifestyle: daily practices, contextual motivations and subjective values , 2010 .

[6]  Khosro S. Jahdi,et al.  Marketing Communications and Corporate Social Responsibility (CSR): Marriage of Convenience or Shotgun Wedding? , 2009 .

[7]  Joan A. Qazi,et al.  Place, Taste, or Face-to-Face? Understanding Producer–Consumer Networks in “Local” Food Systems in Washington State , 2005 .

[8]  Lawrence Feick,et al.  The Role of Interpersonal Sources in External Search: an Informational Perspective , 1984 .

[9]  B. Ilbery,et al.  Marketing sustainable food production in Europe: case study evidence from two Dutch labelling schemes , 2007 .

[10]  Ian Clarke,et al.  Belief formation in ethical consumer groups: an exploratory study , 1999 .

[11]  David M. Fetterman,et al.  Ethnography: Step-by-Step , 1989 .

[12]  Robert P. Leone,et al.  Psychological Implications of Customer Participation in Co-Production , 2003 .

[13]  F. Trentmann.  Citizenship and consumption , 2007 .

[14]  R. Harrison,et al.  The Ethical Consumer , 2005 .

[15]  Philip A. Titus,et al.  Reflections on Consumer Sophistication and Its Impact on Ethical Business Practice , 1996 .

[16]  D. Dalli,et al.  Working consumers: the next step in marketing theory? , 2009 .

[17]  B. Cova.  Community and consumption , 1997 .

[18]  Gordon Walker,et al.  Governing transitions in the sustainability of everyday life , 2010 .

[19]  A. Venkatesh,et al.  Liberatory Postmodernism and the Reenchantment of Consumption , 1995 .

[20]  James A. Roberts,et al.  Baby boomers and busters: an exploratory investigation of attitudes toward marketing, advertising and consumerism , 2000 .

[21]  M. Bazerman.  Consumer Research for Consumers , 2001 .

[22]  Thomas Durand,et al.  L'alchimie de la compétence , 2006 .

[23]  Joann Jaffe,et al.  Victual Vicissitudes: Consumer Deskilling and the (Gendered) Transformation of Food Systems , 2006 .

[24]  R. Belk.  Possessions and the Extended Self , 1988 .

[25]  Some Implications of Consumer Oral Tradition For Reactive Marketing , 1984 .

[26]  Emma K. Macdonald,et al.  The savvy French consumer: a cross-cultural replication , 2009 .

[27]  E. Shove.  Converging Conventions of Comfort, Cleanliness and Convenience , 2003 .

[28]  Alice M. Tybout,et al.  What Consumer Research Is , 1987 .

[29]  Craig J Thompson.  Caring Consumers: Gendered Consumption Meanings and the Juggling Lifestyle , 1996 .

[30]  Christina Goulding,et al.  Grounded theory, ethnography and phenomenology: A comparative analysis of three qualitative strategies for marketing research , 2005 .

[31]  Andrew Dobson,et al.  Environment sustainabilities: An analysis and a typology , 1996 .

[32]  John F. Sherry,et al.  The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey , 1989 .

[33]  Clive Nancarrow,et al.  Profiling key purchase influencers: Those perceived as consumer savvy , 2011 .

[34]  Seonaidh McDonald,et al.  Sustainable consumption: green consumer behaviour when purchasing products , 2009 .

[35]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[36]  Etienne Wenger,et al.  Communities of Practice: Learning, Meaning, and Identity , 1998 .

[37]  John McCollough,et al.  Factors impacting the demand for repair services of household products: the disappearing repair trades and the throwaway society , 2009 .

[38]  M. Uncles.  Know thy changing consumer , 2008 .

[39]  Eric J. Arnould,et al.  Constraints on Sustainable Energy Consumption: Market System and Public Policy Challenges and Opportunities , 2009 .

[40]  I. Røpke.  Theories of practice -- New inspiration for ecological economic studies on consumption , 2009 .

[41]  Danny Miller,et al.  The Poverty of Morality , 2001 .

[42]  P. Dolan.  The Sustainability of “Sustainable Consumption” , 2002 .

[43]  Laurie Buys,et al.  Living Smart Homes , 2009 .

[44]  Jonathan E. Schroeder,et al.  Mapping Consumer Power: An Integrative Framework for Marketing and Consumer Research , 2006 .

[45]  Margaret Craig-Lees,et al.  Understanding voluntary simplifiers. , 2002 .

[46]  G. Wood,et al.  The inter-generational bargain: an introduction , 2000 .

[47]  Rui Mata,et al.  When less is enough: Cognitive aging, information search, and decision quality in consumer choice. , 2010, Psychology and aging.

[48]  B. Halkier.  Consequences of the politicization of consumption: the example of environmentally friendly consumption practices , 1999 .

[49]  Boterf Le,et al.  De quel concept de compétence avons-nous besoin ? , 2002 .

[50]  Mark Tadajewski,et al.  Remembering motivation research: toward an alternative genealogy of interpretive consumer research , 2006 .

[51]  Julie L. Ozanne,et al.  Alternative Ways of Seeking Knowledge in Consumer Research , 1988 .

[52]  Emma K. Macdonald,et al.  Consumer savvy: conceptualisation and measurement , 2007 .

[53]  K. Soper.  The dialectics of progress: Irish 'belatedness' and the politics of prosperity , 2013 .

[54]  Josiane Paddeu.  Guy Le Boterf, De la compétence : essai sur un attracteur étrange, Paris, Les Éditions d'Organisation, 1994 , 1999 .

[55]  C. Perry,et al.  Qualitative Marketing Research , 2001 .

[56]  H. Cherrier,et al.  Barriers to downward carbon emission: Exploring sustainable consumption in the face of the glass floor , 2012 .

[57]  R. Elliott,et al.  Everything you always wanted to know about interpretive consumer research but were afraid to ask , 2008 .

[58]  Søren Askegaard.  Consumer Culture Theory (CCT) , 2015 .

[59]  Erik Assadourian,et al.  Transforming Cultures: From Consumerism to Sustainability , 2010 .

[60]  R. Belk,et al.  Assessing Trustworthiness in Naturalistic Consumer Research , 1989 .

[61]  Avi Shankar,et al.  Learning to be tribal: facilitating the formation of consumer tribes , 2013 .

[62]  Susan Spiggle.  Analysis and Interpretation of Qualitative Data in Consumer Research , 1994 .

[63]  Tim Jackson,et al.  Sustainable Consumption : Perspectives from Social and Cultural Theory , 2008 .

[64]  Seonaidh McDonald,et al.  Towards Sustainable Consumption: Researching Voluntary Simplifiers , 2015 .

[65]  R. D. Young,et al.  If We Build It, People Will Want to Help: The Management of Citizen Participation in Conservation Psychology , 2003 .

[66]  E. Hirschman,et al.  Understanding the Socialized Body: A Poststructuralist Analysis of Consumers' Self-Conceptions, Body Images, and Self-Care Practices , 1995 .

[67]  James E. Burroughs,et al.  Materialism and Well-Being: A Conflicting Values Perspective , 2002 .

[68]  J. McAlexander,et al.  Market Impact of a Consumption Subculture: The Harley-Davidson Mystique , 1993 .

[69]  Michael G. Luchs,et al.  Sustainable Consumption: Opportunities for Consumer Research and Public Policy , 2011 .

[70]  Paolo Serreri.  Guy Le Boterf (2010). Repenser la compétence. Pour dépasser les idées reçues: 15 propositions (2ème éd.). Paris: EYROLLES - Éditions d’Organisation. , 2012 .

[71]  G. Warnaby,et al.  Exploring the relationship between consumer knowledge and purchase behaviour of value‐based labels , 2008 .

[72]  Anja Schaefer,et al.  Addressing Sustainability and Consumption , 2005 .

[73]  S. O’Hara.  From production to sustainability: Considering the whole household , 1995 .

[74]  The 2009 UK Transition Movement Survey , 2009 .

[75]  George Ritzer,et al.  Enchanting a disenchanted world : revolutionizing the means of consumption , 1999 .

[76]  Kenneth John Peattie,et al.  Guest editorial: perspectives on sustainable consumption , 2009 .

[77]  Emily Alexander,et al.  Deskilling the domestic kitchen: national tragedy or the making of a modern myth?** , 2003 .

[78]  I. Ajzen,et al.  Understanding Attitudes and Predicting Social Behavior , 1980 .

[79]  Christina Goulding,et al.  Interpretive consumer research: two more contributions to theory and practice , 2001 .

[80]  Avi Shankar,et al.  Understanding Consumption: Contributions from a Narrative Perspective , 2001 .

[81]  Loren V. Geistfeld,et al.  Informational Inputs as Influences on Efficient Consumer Decision‐Making , 1978 .

[82]  E. Deci,et al.  Living well: a self-determination theory perspective on eudaimonia , 2008 .

[83]  D. Soron,et al.  Sustainability, self‐identity and the sociology of consumption , 2010 .

[84]  D. Uzzell,et al.  An examination of the values that motivate socially conscious and frugal consumer behaviours , 2009 .

[85]  P. Söderbaum.  Issues of paradigm, ideology and democracy in sustainability assessment , 2007 .

[86]  Noah J. Goldstein,et al.  A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels , 2008 .

[87]  G. Jack,et al.  Pushing speed? The marketing of fast and convenience food , 2005 .

[88]  E. North,et al.  Parents and television advertisements as consumer socialisation agents for adolescents: An exploratory study , 2010 .

[89]  D. Evans.  Thrifty, green or frugal: Reflections on sustainable consumption in a changing economic climate , 2011 .

[90]  M. Viswanathan,et al.  The Retail Shopping Experience for Low-Literate Consumers , 2008 .

[91]  J. Ozanne,et al.  Critical Consumer Education: Empowering the Low-Literate Consumer , 2005 .

[92]  Giana M. Eckhardt,et al.  Access-Based Consumption: The Case of Car Sharing , 2012 .

[93]  Folke Ölander,et al.  Understanding of consumer behaviour as a prerequisite for environmental protection , 1995 .

[94]  Stephen L. Vargo,et al.  Toward a conceptual foundation for service science: Contributions from service-dominant logic , 2008, IBM Syst. J..

[95]  Katherine Burson.  Consumer-Product Skill Matching: The Effects of Difficulty on Relative Self-Assessment and Choice , 2007 .

[96]  Isabelle Szmigin,et al.  Living production‐engaged alternatives: An examination of new consumption communities , 2010 .

[97]  J. W. Hutchinson,et al.  Dimensions of Consumer Expertise , 1987 .

[98]  G. Whitwell,et al.  Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers , 2010 .

[99]  Mónica Truninger,et al.  Cooking with Bimby in a moment of recruitment: Exploring conventions and practice perspectives , 2011 .

[100]  Terry Newholm,et al.  Voluntary Simplicity and the Ethics of Consumption , 2002 .

[101]  White Rw.  The urge towards competence. , 1971 .

[102]  B. Wernerfelt,et al.  A Resource-Based View of the Firm , 1984 .

[103]  D. Paulhus,et al.  Socially Desirable Responding in Organizational Behavior: A Reconception , 1987 .

[104]  G. Spaargaren.  Sustainable Consumption: A Theoretical and Environmental Policy Perspective , 2003, The Ecological Modernisation Reader.

[105]  Gita Venkataramani Johar,et al.  MAPping the Frontiers: Theoretical Advances in Consumer Research on Memory, Affect, and Persuasion , 2006 .

[106]  R. Grant.  Contemporary Strategy Analysis: Concepts, Techniques, Applications , 1991 .

[107]  T. Newholm,et al.  Care and Commitment in Ethical Consumption: An Exploration of the ‘Attitude–Behaviour Gap’ , 2016 .

[108]  Avi Shankar,et al.  Interpreting the Past, Writing the Future , 2001 .

[109]  E. Hippel.  Innovation by User Communities: Learning From Open-Source Software , 2001 .

[110]  P. McDonagh,et al.  The Institutional Foundations of Materialism in Western Societies , 2009 .

[111]  I. Ajzen.  Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. , 2002 .

[112]  Maurie J. Cohen.  Sustainable Consumption Research as Democratic Expertise , 2006 .

[113]  E. Deci,et al.  The "What" and "Why" of Goal Pursuits: Human Needs and the Self-Determination of Behavior , 2000 .

[114]  J. W. Hutchinson,et al.  Knowledge Calibration: What Consumers Know and What They Think They Know , 2000 .

[115]  E. Arnould,et al.  Reflections and Reviews Consumer Culture Theory (CCT): Twenty Years of Research , 2005 .

[116]  June Cotte,et al.  The Times of Their Lives: Phenomenological and Metaphorical Characteristics of Consumer Timestyles , 2004 .

[117]  E. Hirschman.  Humanistic Inquiry in Marketing Research: Philosophy, Method, and Criteria , 1986 .

[118]  James W. Gentry,et al.  Productive Consumption in the Class-Mediated Construction of Domestic Masculinity: Do-It-Yourself (DIY) Home Improvement in Men’s Identity Work , 2013 .

[119]  E. Deci,et al.  Self-determination theory: A macrotheory of human motivation, development, and health. , 2008 .

[120]  Yiannis Gabriel,et al.  New Faces and New Masks of Today's Consumer , 2008 .

[121]  S. Owens.  ‘Engaging the Public’: Information and Deliberation in Environmental Policy , 2000 .

[122]  G. Seyfang.  Ecological Citizenship and Sustainable Consumption: Examining Local Organic Food Networks. , 2006 .

[123]  F. Webster.  Determining the Characteristics of the Socially Conscious Consumer , 1975 .

[124]  J. Aaker,et al.  'The Time vs. Money Effect': Shifting Product Attitudes and Decisions through Personal Connection , 2008 .

[125]  B. Verplanken,et al.  Interventions to Break and Create Consumer Habits , 2006 .

[126]  C. A. Bowers,et al.  Toward an Eco-justice Pedagogy , 2002 .

[127]  Pierre McDonagh,et al.  Towards a theory of Sustainable Communication in Risk Society: Relating issues of sustainability to marketing communications , 1998 .

[128]  James A. Fitchett,et al.  Heaven knows I'm miserable now , 2006 .

[129]  G. Spaargaren.  Ecological modernization theory and domestic consumption , 2000 .

[130]  Amitai Etzioni.  Voluntary Simplicity: Characterization, Select Psychological Implications, and Societal Consequences , 2004 .

[131]  J. Füller.  Why Consumers Engage in Virtual New Product Developments Initiated by Producers , 2006 .

[132]  Craig J Thompson.  Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories , 1997 .

[133]  Terry Newholm,et al.  Case Studying Ethical Consumers’ Projects and Strategies , 2005 .

[134]  Eric J. Arnould,et al.  Service-dominant logic and resource theory , 2008 .

[135]  H Roberts,et al.  Risk Society: Towards a New Modernity , 1994 .

[136]  S. Reiser.  Consumer competence and the reform of American health care. , 1992, Journal of the American Medical Association (JAMA).

[137]  E. Hirschman,et al.  Hedonic Consumption: Emerging Concepts, Methods and Propositions , 1982 .

[138]  William Scott,et al.  Sustainable Development within UK Higher Education: Revealing Tendencies and Tensions , 2006 .

[139]  Paul J. Ambrose,et al.  Neo-tribes: the power and potential of online communities in health care , 2006, CACM.

[140]  J. Burgess,et al.  Environmental Communication and the Cultural Politics of Environmental Citizenship , 1998 .

[141]  S. Arnold,et al.  Hermeneutics and Consumer Research , 1994 .

[142]  A. Muñiz,et al.  How Brand Community Practices Create Value , 2009 .

[143]  K. Peattie,et al.  Green marketing: legend, myth, farce or prophesy? , 2005 .

[144]  Howard R. Pollio,et al.  The Spoken and the Unspoken: A Hermeneutic Approach to Understanding the Cultural Viewpoints That Underlie Consumers' Expressed Meanings , 1994 .

[145]  C. Sanne.  Willing consumers—or locked-in? Policies for a sustainable consumption , 2002 .

[146]  Donna M. Randall,et al.  The social desirability response bias in ethics research , 1991 .

[147]  P. Schoemaker,et al.  Strategic assets and organizational rent , 1993 .

[148]  Isabelle Szmigin,et al.  Flexibility, Dissonance and the conscious consumer , 2007 .

[149]  Arran Stibbe,et al.  The Handbook of Sustainability Literacy: skills for a changing world , 2009 .

[150]  Alladi Venkatesh,et al.  Postmodernity: The age of marketing , 1993 .

[151]  E. Arnould.  Towards a Culturally-Informed Resource-Based Theory of the Customer , 2006 .

[152]  Clive Nancarrow,et al.  Consumer Savvy and Intergenerational Effects , 2008 .

[153]  Martyn Hammersley,et al.  Ethnography : Principles in Practice , 1983 .

[154]  M. Bonnett.  Education for sustainability as a frame of mind , 2002 .

[155]  J. Moisander.  Motivational Complexity of Green Consumerism , 2007 .

[156]  E. Shih,et al.  Co-production and customer loyalty in financial services , 2007 .

[157]  Raymond De Young,et al.  New Ways to Promote Proenvironmental Behavior: Expanding and Evaluating Motives for Environmentally Responsible Behavior , 2000 .

[158]  K. Williams,et al.  What is stopping sustainable building in England? Barriers experienced by stakeholders in delivering sustainable developments , 2007 .

[159]  Lance A. Bettencourt,et al.  Lifestyle of the Tight and Frugal: Theory and Measurement , 1999 .

[160]  J. E. Markham.  The Future of Shopping , 1998 .

[161]  N. Denzin.  The Seventh Moment: Qualitative Inquiry and the Practices of a More Radical Consumer Research , 2001 .

[162]  Melanie Wallendorf,et al.  Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation , 1994 .

[163]  Wendell Bell,et al.  The Third Wave. , 1982 .

[164]  B. Cova,et al.  "Beyond Marketing: In Praise of Societing" , 2006 .

[165]  Bruno S. Frey,et al.  Happiness and economics , 2001 .

[166]  Philippe Perrenoud,et al.  D'une métaphore à l'autre : transférer ou mobiliser ses connaissances ? , 2002 .

[167]  K. Soper.  Re-thinking the `Good Life` , 2007 .

[168]  Dorothy Leonard-Barton,et al.  Voluntary Simplicity Lifestyles and Energy Conservation , 1981 .

[169]  A. Zaman,et al.  Green marketing or green wash? A comparative study of consumers' behavior on selected Eco and Fair trade labeling in Sweden , 2010 .

[170]  J. Stanfield.  Consumption in Contemporary Capitalism: The Backward Art of Living , 1980 .

[171]  R. Caruana.  A sociological perspective of consumption morality , 2007 .

[172]  B. Ratchford,et al.  Consumer information search revisited: Theory and empirical analysis , 1997 .

[173]  S. Kates,et al.  When Customers Get Clever: Managerial Approaches to Dealing with Creative Consumers , 2007, Strategic Direction.

[174]  Pauline Maclaran,et al.  Heterotopian space and the utopics of ethical and green consumption , 2012 .

[175]  I. Vermeir,et al.  Sustainable Food Consumption: Exploring the Consumer “Attitude – Behavioral Intention” Gap , 2006 .

[176]  C. Prahalad,et al.  The Future of Competition: Co-Creating Unique Value With Customers , 2004 .

[177]  Kirsty A. Golding.  Fair Trade's Dual Aspect , 2009 .

[178]  Ulf Schrader,et al.  A Modern Model of Consumption for a Sustainable Society , 1997 .

[179]  T. Princen.  Consumption and environment: some conceptual issues , 1999 .

[180]  Ajit Kumar Nayak,et al.  The reflexive consumer , 2008 .

[181]  Bernard Cova,et al.  On the road to prosumption: marketing discourse and the development of consumer competencies , 2012 .

[182]  Dwayne A. Ball,et al.  Does Fair Trade Deliver on Its Core Value Proposition? Effects on Income, Educational Attainment, and Health in Three Countries , 2009 .

[183]  Stephen L. Vargo,et al.  Evolving to a New Dominant Logic for Marketing , 2004 .

[184]  E. Arnould,et al.  Legitimating community supported agriculture through American pastoralist ideology , 2011 .

[185]  David W. Stewart,et al.  Threats to Hope: Effects on Reasoning about Product Information , 2007 .

[186]  Marylyn Carrigan,et al.  The myth of the ethical consumer – do ethics matter in purchase behaviour? , 2001 .

[187]  E. Arnould,et al.  Consumer Culture Theory (And We Really Mean Theoretics , 2007 .

[188]  John F. Sherry,et al.  Street Art, Sweet Art? Reclaiming the “Public” in Public Place , 2010 .

[189]  Éric Vernette,et al.  What is Interpersonal Communication Worth? Interpersonal Calibration of Knowledge and Selection of Recommendation Sources , 2012 .

[190]  Susi Geiger,et al.  Rhetoric versus Reality: Exploring Consumer Empowerment in a Maternity Setting , 2007 .

[191]  E. Heiskanen,et al.  Toward Sustainable Consumption: Two New Perspectives , 1997 .

[192]  Eric J. Arnould,et al.  “My Favorite Things”: A Cross-Cultural Inquiry into Object Attachment, Possessiveness, and Social Linkage , 1988 .

[193]  Linda L. Price,et al.  Making Contexts Matter: Selecting Research Contexts for Theoretical Insights , 2006 .

[194]  Martha C. Monroe,et al.  Using Community Forums to Enhance Public Engagement in Environmental Issues , 2009 .

[195]  James A. Fitchett,et al.  Having, Being and Consumption , 2002 .

[196]  N. Harré,et al.  Personal project commitment in adolescence: The role of relatedness, competence and integrity , 2009 .

[197]  D. Collard.  The generational bargain , 2001 .

[198]  D. Holt.  Does Cultural Capital Structure American Consumption , 1998 .

[199]  P. Hines,et al.  Animal foods and climate change: shadowing eating practices , 2009 .

[200]  Mary Jo Bitner,et al.  Choosing among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies , 2005 .

[201]  S. Labat.  Ce héros anonyme vient de très loin. C'est le murmure des sociétés... , 2011 .

[202]  P. Kotler.  The Prosumer Movement : a New Challenge For Marketers , 1986 .

[203]  E. Passerini.  Sustainability and sociology , 1998 .

[204]  Claire Lamine.  Local food networks and the change of the agrofood system , 2008 .

[205]  M. Gibbert,et al.  Marketing of competence: Exploring the resource-based content of value-for-customers through a case study analysis , 2007 .

[206]  H. Cherrier,et al.  Reflexive Dispossession and the Self: Constructing a Processual Theory of Identity , 2007 .

[207]  E. Ollagnier,et al.  L'énigme de la compétence en éducation / , 2002 .

[208]  C. Valor.  Can Consumers Buy Responsibly? Analysis and Solutions for Market Failures , 2008 .

[209]  Nahid Golafshani,et al.  Understanding Reliability and Validity in Qualitative Research , 2003 .

[210]  T. Devinney,et al.  The Myth of the Ethical Consumer , 2010 .

[211]  Eric J. Arnould,et al.  Liquid Relationship to Possessions , 2012 .

[212]  Rik Pieters,et al.  Changing Garbage Disposal Patterns of Consumers: Motivation, Ability, and Performance , 1991 .

[213]  Johanna Moisander,et al.  Qualitative Marketing Research: A Cultural Approach , 2006 .

[214]  D. Zwick,et al.  Putting Consumers to Work , 2008 .

[215]  K. Soper.  ALTERNATIVE HEDONISM, CULTURAL THEORY AND THE ROLE OF AESTHETIC REVISIONING , 2008 .

[216]  Eric J. Arnould,et al.  Toward a Cultural Resource-Based Theory of the Customer , 2014 .

[217]  Etienne Wenger,et al.  Situated Learning: Legitimate Peripheral Participation , 1991 .

[218]  U. Beck.  Living in the world risk society , 2006 .

[219]  E. Penrose.  The theory of the growth of the firm twenty-five years after , 1960 .

[220]  C. Muñoz,et al.  A Reflection on Consumers’ Happiness: The Relevance of Care for Others, Spiritual Reflections, and Financial Detachment , 2007 .

[221]  Carmen Tanner,et al.  Promoting sustainable consumption: Determinants of green purchases by Swiss consumers , 2003 .

[222]  Richard Elliott,et al.  Using ethnography in strategic consumer research , 2003 .

[223]  I. Ajzen.  Attitudes, Personality and Behavior , 1988 .

[224]  C. H. Germain.  Ethnography: Step By Step , 1990 .

[225]  J. Connolly,et al.  Green Consumption , 2008 .

[226]  S. McGregor.  Consumer Citizenship: A Pathway to Sustainable Development? , 2002 .

[227]  M. Patton,et al.  Qualitative evaluation and research methods , 1992 .

[228]  L. Allal.  Acquisition et évaluation des compétences en situation scolaire , 2002 .

[229]  A. Markandya,et al.  Why should developing countries worry about 2050 and beyond , 2000 .

[230]  G. Seyfang.  Shopping for Sustainability: Can Sustainable Consumption Promote Ecological Citizenship? , 2005 .

[231]  Sue L.T. McGregor,et al.  Towards a rationale for integrating consumer and citizenship education , 1999 .

[232]  M. Goodman,et al.  Sustainable Consumption: Developments, Considerations and New Directions , 2010 .

[233]  Gopalkrishnan R. Iyer,et al.  Business, Consumers and Sustainable Living in an Interconnected World: A Multilateral Ecocentric Approach , 1999 .

[234]  I. Vermeir,et al.  Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values , 2008 .

[235]  S. Harter.  Effectance Motivation Reconsidered. Toward a Developmental Model , 1978 .

[236]  A. Bandura.  Self-efficacy: toward a unifying theory of behavioral change. , 1977, Psychological review.

[237]  A. Ahuvia,et al.  Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives , 2005 .

[238]  J. Connolly,et al.  Sustainable consumption: consumption, consumers and the commodity discourse , 2003 .

[239]  Lars Bo Jeppesen,et al.  Consumers as Co-developers: Learning and Innovation Outside the Firm , 2003, Technol. Anal. Strateg. Manag..

[240]  Kaela Jubas.  Conceptual Con/fusion in Democratic Societies , 2007 .

[241]  E. Heiskanen,et al.  Narratives of ‘green’ consumers — the antihero, the environmental hero and the anarchist , 2009 .

[242]  J. Moisander,et al.  Personal interviews in cultural consumer research – post‐structuralist challenges , 2009 .

[243]  R. Sennett,et al.  The Craftsman , 2015, London.

[244]  Suzanne C. Beckmann,et al.  Review and Critical Assessment of Research on Marketing and the Environment , 1998 .

[245]  K. Hobson.  Thinking Habits into Action: The role of knowledge and process in questioning household consumption practices , 2003 .

[246]  T. Gladwin,et al.  Shifting Paradigms for Sustainable Development: Implications for Management Theory and Research , 1995 .

[247]  William B. Locander,et al.  Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology , 1989 .

[248]  P. McDonagh,et al.  Sustainable Consumption and the Quality of Life: A Macromarketing Challenge to the Dominant Social Paradigm , 1997 .

[249]  C. Prahalad,et al.  The Core Competence of the Corporation , 1990 .

[250]  G. Lipovetsky.  Le bonheur paradoxal : essai sur la société d'hyperconsommation , 2009 .

[251]  Pierre McDonagh,et al.  Communicating greener strategies: a study of on‐pack communication , 1997 .

[252]  Timothy M. Devinney,et al.  Do What Consumers Say Matter? The Misalignment of Preferences with Unconstrained Ethical Intentions , 2006 .

[253]  Gokcen Coskuner-Balli,et al.  Countervailing market responses to corporate co-optation and the ideological recruitment of consumption communities , 2007 .

[254]  James A. Fitchett,et al.  Greening Capitalism: Opportunities for a Green Commodity , 2000 .

[255]  Isabelle Szmigin,et al.  Thinking locally, acting locally? Conscious consumers and farmers’ markets , 2010 .

[256]  Andrew V. Abela.  Marketing and consumerism: A response to O'Shaughnessy and O'Shaughnessy , 2006 .

[257]  C. Strong.  The problems of translating fair trade principles into consumer purchase behaviour , 1997 .

[258]  Lucia A. Reisch,et al.  Time and Wealth , 2001 .

[259]  D. Shaw,et al.  Market based political action: a path to sustainable development? , 2010 .

[260]  P. Griffiths.  Ethical Objections to Fairtrade , 2012 .

[261]  Sally Hibbert,et al.  Why People Don’t Take their Concerns about Fair Trade to the Supermarket: The Role of Neutralisation , 2007 .

[262]  D D O'Brien,et al.  Change in the air. , 1992, Journal of post anesthesia nursing.

[263]  Patrick Armstrong,et al.  Some of the Nineteenth Century Origins of the Sustainability Concept , 2004 .

[264]  Russell W. Belk,et al.  The Nature and Effects of Sharing in Consumer Behavior , 2012 .

[265]  Leslie C Carlson,et al.  The Dominant Social Paradigm, Consumption, and Environmental Attitudes: Can Macromarketing Education Help? , 2008 .

[266]  Julie L. Ozanne,et al.  The Low Literate Consumer , 2005 .

[267]  F. Bartiaux.  Does environmental information overcome practice compartmentalisation and change consumers' behaviours? , 2008 .

[268]  R. Belk.  Materialism: Trait Aspects of Living in the Material World , 1985 .

[269]  D. Shaw.  Consumer voters in imagined communities , 2007 .

[270]  E. Guba,et al.  Competing paradigms in qualitative research. , 1994 .

[271]  Caroline Moraes,et al.  The coherence of inconsistencies: Attitude–behaviour gaps and new consumption communities , 2012 .

[272]  K. Peattie,et al.  Social marketing: A pathway to consumption reduction? , 2009 .

[273]  S. Shapiro.  Marketing in a conserver society , 1978 .

[274]  What postmodernism means to marketing managers , 1996 .

[275]  I. Ajzen,et al.  Prediction of goal directed behaviour: Attitudes, intentions and perceived behavioural control , 1986 .

[276]  D. Collard.  Generational transfers and the generational bargain , 2000 .

[277]  J. Rowney,et al.  Sustainable Development: Lost Meaning and Opportunity? , 2005 .

[278]  C. Campbell.  The Craft Consumer , 2005 .

[279]  William B. Locander,et al.  The Lived Meaning of Free Choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women , 1990 .

[280]  Timothy M. Devinney,et al.  Why don't consumers consume ethically? , 2010 .

[281]  Mark Ritson,et al.  The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audiences , 1999 .

[282]  Pierre McDonagh,et al.  Is Green the New Black? Reflections on a Green Commodity Discourse , 2010 .

[283]  R. Grant.  Contemporary Strategy Analysis , 2005 .

[284]  Johanna Moisander,et al.  NARRATIVES OF SUSTAINABLE WAYS OF LIVING: CONSTRUCTING THE SELF AND THE OTHER AS A GREEN CONSUMER , 2002 .

[285]  L. Berg,et al.  Gendered consumer competences in households with one vs. two adults1 , 2009 .

[286]  John McCollough,et al.  The Effect of Income Growth on the Mix of Purchases between Disposable Goods and Reusable Goods , 2007 .

[287]  S. Tambyah,et al.  Trying to Be Cosmopolitan , 1999 .

[288]  J. Thøgersen.  How May Consumer Policy Empower Consumers for Sustainable Lifestyles? , 2005 .

[289]  L. Berg.  Competent Consumers? Consumer Competence Profiles in Norway , 2007 .

[290]  Angus Laing,et al.  Talking together : consumer communities in healthcare , 2004 .

[291]  R. W. White.  Motivation reconsidered: the concept of competence. , 1959, Psychological review.

[292]  Terrence H. Witkowski.  World War II Poster Campaigns--Preaching Frugality to American Consumers , 2003 .

[293]  Denise Meredyth.  Invoking citizenship: education, competence and social rights , 1997 .

[294]  Gary S. Monroe,et al.  Exploring Social Desirability Bias , 2003 .

[295]  Christina Goulding,et al.  Consumer research, interpretive paradigms and methodological ambiguities , 1999 .

[296]  D. Fuchs,et al.  Sustainable Consumption Governance: A History of Promises and Failures , 2005 .

[297]  Edward Shiu,et al.  Ethics in consumer choice: a multivariate modelling approach , 2003 .

[298]  A. Venkatesh,et al.  Marketing in a postmodern world , 1995 .

[299]  Marie Baudry de Vaux,et al.  Joaquim Dolz, Edmée Ollagnier (Dirs.), L'énigme de la compétence en éducation, Bruxelles, De Boeck Université, (Raisons éducatives), 2002 , 2002 .

[300]  A. Kollmuss,et al.  Mind the Gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? , 2002 .

[301]  Stephen L. Vargo,et al.  Competing through service: Insights from service-dominant logic , 2007 .

[302]  Elizabeth Shove,et al.  Social Theory and Climate Change , 2010 .

[303]  A. Bardakci,et al.  Mass‐customisation in marketing: the consumer perspective , 2003 .

[304]  E. Shove,et al.  Product, Competence, Project and Practice , 2008 .

[305]  W. Kilbourne,et al.  Green Marketing: A Theoretical Perspective , 1998 .

[306]  G. Boterf.  Apprendre à agir et à interagir en professionnel compétent et responsable , 2011 .

[307]  Joachim Schahn,et al.  Studies of Individual Environmental Concern , 1990 .

[308]  W. Abrahamse,et al.  Beyond rhetoric: the possibilities of and for ‘sustainable lifestyles’ , 2009 .

[309]  I. Ajzen.  The theory of planned behavior , 1991 .

[310]  J. Thøgersen.  A model of recycling behaviour, with evidence from Danish source separation programmes , 1994 .

[311]  Douglas E. Allen,et al.  Toward a Theory of Consumer Choice as Sociohistorically Shaped Practical Experience: The Fits-Like-a-Glove (FLAG) Framework , 2002 .

[312]  James A. Fitchett,et al.  Beyond incommensurability? Empirical expansion on diversity in research , 2005 .

[313]  Russell W. Belk,et al.  Three Scales to Measure Constructs Related to Materialism: Reliability, Validity, and Relationships to Measures of Happiness , 1984 .