Eco‐restrictive experiences forming extraordinary consumer experiences

• Published in: Journal of consumer behaviour Vol. 22; no. 4; pp. 785 - 800
• Main Authors: Barros, Renata Domingues, Casotti, Letícia Moreira
• Format: Journal Article
• Language: English
• Published: London Wiley Subscription Services, Inc 01-07-2023
• Subjects: Consumption; Habits; Marketing; Volunteers
• ISSN: 1472-0817; 1479-1838
• DOI: 10.1002/cb.2171

This article contributes to different research traditions when proposes to reflect on theoretical fields, such as consumer culture and contemporary marketing. The study in a tourist and ecological conservation project revealed eco‐restricted extraordinary experiences. We found a group of volunteers that build meanings and practices connected with new actions and habits that offer, not only ecological and sustainable benefits, but new value consumption relations. In contextualizing our findings, we highlight experiences and curiosities that are glossed over in academic and practical accounts that celebrate the extraordinary experience. It was observed, by analyzing data from various qualitative techniques, that the findings cross borders of mundane ingrained practices and bring an emerging domain, where both, consumption and anti‐consumption experiences, offer insights into to a diversity of areas of knowledge.