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Consumer Movements and Value Regimes: Fighting Food Waste in Germany by Building Alternative Object Pathways

Author

Listed:
  • Johanna F Gollnhofer
  • Henri A Weijo
  • John W Schouten
  • Eileen FischerEditor
  • Linda L PriceEditor
  • Güliz GerAssociate Editor

Abstract

Consumer movements strive to change markets when those markets produce value outcomes that conflict with consumers’ higher-order values. Prior studies argue that consumer movements primarily seek to challenge these value outcomes by championing alternative higher-order values or by pressuring institutions to change market governance mechanisms. Building on and refining theorization on value regimes, this study illuminates a new type of consumer movement strategy where consumers collaborate to construct alternative object pathways. The study draws from ethnographic fieldwork in the German retail food sector and shows how building alternative object pathways allowed a consumer movement to mitigate the value regime’s excessive production of food waste. The revised value regime theorization offers a new and more holistic way of understanding and contextualizing how and where consumer movements mobilize for change. It also provides a new tool for understanding systemic value creation and the role of consumers in such processes.

Suggested Citation

  • Johanna F Gollnhofer & Henri A Weijo & John W Schouten & Eileen FischerEditor & Linda L PriceEditor & Güliz GerAssociate Editor, 2019. "Consumer Movements and Value Regimes: Fighting Food Waste in Germany by Building Alternative Object Pathways," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(3), pages 460-482.
  • Handle: RePEc:oup:jconrs:v:46:y:2019:i:3:p:460-482.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucz004
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    Citations

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    Cited by:

    1. Sybilla Merian & Sabrina Stöeckli & Klaus Ludwig Fuchs & Martin Natter, 2022. "Buy Three to Waste One? How Real-World Purchase Data Predict Groups of Food Wasters," Sustainability, MDPI, vol. 14(16), pages 1-21, August.
    2. Matthew M. Mars, 2022. "Community and Cultural Entrepreneurship and Value Co-Creation in the Local Food Marketscape," Sustainability, MDPI, vol. 14(24), pages 1-20, December.
    3. Froese, Tobias & Richter, Markus & Hofmann, Florian & Lüdeke-Freund, Florian, 2023. "Degrowth-oriented organisational value creation: A systematic literature review of case studies," Ecological Economics, Elsevier, vol. 207(C).
    4. Hansen, Torben, 2022. "Consumer food sustainability before and during the Covid-19 Crisis: A quantitative content analysis and food policy implications," Food Policy, Elsevier, vol. 107(C).
    5. He, Hongwei & Kim, Sumin & Gustafsson, Anders, 2021. "What can we learn from #StopHateForProfit boycott regarding corporate social irresponsibility and corporate social responsibility?," Journal of Business Research, Elsevier, vol. 131(C), pages 217-226.
    6. Fanny Reniou & Elisa Monnot, 2023. "Consumer Discipline: A Safeguard to Maintain Sustainable Consumption Patterns," THEMA Working Papers 2023-19, THEMA (THéorie Economique, Modélisation et Applications), Université de Cergy-Pontoise.
    7. Larissa Diekmann & Claas Christian Germelmann, 2021. "Leftover Consumption as a Means of Food Waste Reduction in Public Space? Qualitative Insights from Online Discussions," Sustainability, MDPI, vol. 13(24), pages 1-30, December.
    8. François Maon & Valérie Swaen & Kenneth de Roeck, 2021. "Coporate branding and corporate social responsibility: Toward a multi-stakeholder interpretive perspective," Post-Print hal-03275858, HAL.
    9. Joel Hietanen & Antti Sihvonen, 2021. "Catering to Otherness: Levinasian Consumer Ethics at Restaurant Day," Journal of Business Ethics, Springer, vol. 168(2), pages 261-276, January.
    10. Caroline Ruiner, 2021. "Voluntary Work in Digital Contexts as Gift Exchange," Sustainability, MDPI, vol. 13(21), pages 1-13, November.
    11. Melea Press, 2021. "Developing a strong sustainability research program in marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 96-114, June.
    12. Abdelrahman, Omar Khaled & Banister, Emma & Hampson, Daniel Peter, 2020. "Curatorial consumption: Objects’ circulation and transference in the vintage marketplace," Journal of Business Research, Elsevier, vol. 114(C), pages 304-311.
    13. Vo-Thanh, Tan & Zaman, Mustafeed & Hasan, Rajibul & Rather, Raouf Ahmad & Lombardi, Rosa & Secundo, Giustina, 2021. "How a mobile app can become a catalyst for sustainable social business: The case of Too Good To Go," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    14. Maria-Georgeta Moldovan & Dan-Cristian Dabija & Cristina Bianca Pocol, 2022. "Resources Management for a Resilient World: A Literature Review of Eastern European Countries with Focus on Household Behaviour and Trends Related to Food Waste," Sustainability, MDPI, vol. 14(12), pages 1-13, June.
    15. Heidi Skeiseid & Lukasz Andrzej Derdowski & Åsa Helen Grahn & Håvard Hansen, 2019. "Motivating Sustainable Change in Tourism Behavior: The First- and Third-Person Effects of Hard and Soft Messages," Sustainability, MDPI, vol. 12(1), pages 1-13, December.

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