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Anti-consumption research . Analisi bibliometrica della letteratura internazionale

Author

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  • Marco Galvagno

Abstract

La ricerca in tema di comportamento del consumatore ha abitualmente trascurato lo studio degli atteggiamenti negativi e dei comportamenti dei (non)consumatori. Tale fenomeno - noto con il termine di anti-consumo - fa riferimento ad un continuum di risposte che i consumatori hanno nei confronti dei prodotti commercializzati, che possono andare dal non-consumo fino al rifiuto attivo. Il presente lavoro analizza empiricamente la letteratura sull?anti-consumo con l?obiettivo di ricostruirne le origini, i temi cardine ed i possibili sviluppi futuri in maniera induttiva, per il tramite di una rassegna basata su una tecnica bibliometrica: l?analisi delle co-citazioni. Tale metodo, pi? quantitativo ed oggettivo degli approcci tradizionali, ha permesso di identificare due livelli di analisi, sette filoni di ricerca e cinque approcci teorici diversi. I risultati dimostrano che, nonostante il tema dell?anti-consumo sia frammentato e manchi di omogeneit?, ci si trova davanti ad un promettente campo di studi, che beneficer? certamente dei diversi, ma complementari, approcci esistenti.

Suggested Citation

  • Marco Galvagno, 2011. "Anti-consumption research . Analisi bibliometrica della letteratura internazionale," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2011(2), pages 55-75.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2011-002005
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    Cited by:

    1. Carmela Donato, 2021. "Disgust and preference for familiar brands," Italian Journal of Marketing, Springer, vol. 2021(1), pages 5-23, June.
    2. Marco Galvagno, 2017. "Bibliometric literature review: An opportunity for marketing scholars," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 7-15.
    3. Marco Galvagno & Sonia C. Giaccone, 2015. "Second-hand shopping. analisi delle motivazioni d?acquisto e implicazioni per la distribuzione," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(1), pages 123-147.

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