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Downshifting Consumer = Upshifting Citizen? An Examination of a Local Freecycle Community

Author

Listed:
  • Michelle R. Nelson

    (Department of Advertising at the University of Illinois at Urbana-Champaign)

  • Mark A. Rademacher

    (School of Journalism and Mass Communication at the University of Wisconsin–Madison)

  • Hye-Jin Paek

    (Grady College of Journalism and Mass Communication at the University of Georgia)

Abstract

Critics suggest that contemporary consumer culture creates overworked and overshopped consumers who no longer engage in civic life. The authors challenge this conventional criticism against consumption within an individualistic lifestyle and argue instead that consumers who are “downshifting†do engage in civic life. In particular, this research examines downshifting attitudes among members of freecycle.org, a grassroots “gift economy†community. Results of an online survey show that downshifting consumers are indeed less materialistic and brand-conscious. They also tend to practice political consumption (e.g., boycotts, buycotts). Most important, they tend to engage in a digital form, but not a traditional form, of civic and political participation. The authors contend that alternative forms of consumption might be a new form of civic engagement.

Suggested Citation

  • Michelle R. Nelson & Mark A. Rademacher & Hye-Jin Paek, 2007. "Downshifting Consumer = Upshifting Citizen? An Examination of a Local Freecycle Community," The ANNALS of the American Academy of Political and Social Science, , vol. 611(1), pages 141-156, May.
    • Handle: RePEc:sae:anname:v:611:y:2007:i:1:p:141-156
    DOI: 10.1177/0002716206298727
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    References listed on IDEAS

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    1. Eric J. Arnould, 2007. "Should Consumer Citizens Escape the Market?," The ANNALS of the American Academy of Political and Social Science, , vol. 611(1), pages 96-111, May.
    2. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    3. Webster, Frederick E, Jr, 1975. "Determining the Characteristics of the Socially Conscious Consumer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 188-196, December.
    4. Claes H. de Vreese, 2007. "Digital Renaissance: Young Consumer and Citizen?," The ANNALS of the American Academy of Political and Social Science, , vol. 611(1), pages 207-216, May.
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    Cited by:

    1. Wilson, Jennifer L. & Hodges, Nancy J., 2022. "What does it mean to “shop local†? Examining the experiences of shoppers and store owners within the framework of downtown revitalization," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    2. Soha Abutaleb & Noha El-Bassiouny & Sara Hamed, 2023. "Using norm activation theory to understand intentions for collaborative consumption," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 245-268, March.

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