Conceptualizing consumer resistance in global consumer culture : framework and research agenda

Małecka, Agnieszka (avtor), Pfajfar, Gregor (avtor)

Purpose – The research article aims to delineate and place into context consumer resistance within the realm of global consumer culture (GCC). It delves into exploring its fundamental forms, establishing a conceptual foundation and outlining implications for future inquiry. Design/methodology/approach – The article adopts a comprehensive conceptual outlook by amalgamating existing insights from a systematic analysis of 110 articles spanning diverse fields like sociology, psychology, marketing and economics. It devises an innovative framework that encapsulates the varying manifestations of consumer resistance based on intensity and target, while proposing an integrative antecedents-decisions-outcomes (ADO) model to elucidate the stimuli, forms and repercussions of resistance within the GCC landscape. Findings – The article categorizes and delineates different consumer dispositions that underpin resistance, showcasing a spectrum of consumer resistance at micro, meso and macro levels and distinguishing between passive and active behaviors. The ADO framework uncovers identity-based, culture-based and socio-economic motivations as pivotal triggers of resistance, various resistance actions as decisions, and multifaceted outcomes that influence consumers, brands, businesses, markets and the GCC itself. Additionally, the study acknowledges notable research gaps and sets forth a comprehensive research agenda for future exploration. Originality/value – This research offers a distinctive theoretical contribution by furnishing an exhaustive and unified framework for comprehending consumer resistance within the realm of GCC. It establishes connections between diverse disciplinary perspectives, introduces crucial new conceptualizations of resistance manifestations and delineates a research roadmap to enhance the comprehension of this increasingly salient phenomenon in the domain of international marketing.

• Jezik: Angleški jezik
• Ključne besede: international trade, globalization, marketing, literature review, consumer resistance, global consumer culture, anticonsumption, market shaping behavior, consumer dispositions, glocalization, cultural resistance, consumer culture theory, boycotts, international marketing, systematic literature review, ADO framework
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.02 - Pregledni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Leto izida: 2025
• Št. strani: Str. 1-46
• Številčenje: Vol. 42, no. 7
• PID: 20.500.12556/RUL-169424
• UDK: 339.138
• ISSN pri članku: 0265-1335
• DOI: 10.1108/IMR-03-2025-0143
• COBISS.SI-ID: 237142787
• Datum objave v RUL: 28.05.2025

Gradivo je del revije

• Naslov: International marketing review
• Skrajšan naslov: Int. mark. rev.
• Založnik: Emerald
• ISSN: 0265-1335
• COBISS.SI-ID: 141084

Licence

• Licenca: CC BY 4.0, Creative Commons Priznanje avtorstva 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by/4.0/deed.sl
• Opis: To je standardna licenca Creative Commons, ki daje uporabnikom največ možnosti za nadaljnjo uporabo dela, pri čemer morajo navesti avtorja.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: mednarodna trgovina, globalizacija, trženje, pregled literature

Projekti

• Financer: ARIS - Javna agencija za znanstvenoraziskovalno in inovacijsko dejavnost Republike Slovenije
• Številka projekta: P5-0177
• Naslov: Slovenija in njeni akterji v mednarodnih odnosih in evropskih integracijah