A consumer culture theory perspective of the marketplace: An integrative review and agenda for research

Abstract

AbstractIn the last decades, the focus of studies on consumer behavior has changed from the individual to the group. Classical theories based on economic utility are insufficient to understand this phenomenon. Therefore, a new theoretical and postmodern approach seems necessary. Despite the increasing popularity of consumption communities, the investigation in the field is still dispersed. This study represents one first attempt to synthesize findings on the topic, in light of the consumer culture theory (CCT) tradition. CCT provides a useful framework to understand the social, cultural, experiential, and symbolic aspects of consumption. In this paper, we perform a systematic literature review on consumption communities. We also suggest an agenda for future research on the topic, consisting of its emerging themes and a set of propositions of study.