Provisioning, Shopping and Productive Leisure at North Market, Columbus, Ohio

Abstract

Abstract Purpose The purpose of this chapter is to show the multi-faceted nature of shopping behavior at North Market and to develop the concept of productive leisure as a way of examining and reframing Daniel Miller’s Theory of Shopping. Methodology/approach This chapter utilizes Daniel Miller’s Theory of Shopping as a starting point to understand the dimensions of shopping at North Market. It draws upon survey data collected by North Market, as well as participant observations and informal interviews conducted by the authors. Findings Much of the shopping at the market goes beyond simple provisioning, thrift, and treats, and instead fits into a hybrid category we call “productive leisure.” Productive leisure occurs when individuals complete productive tasks during their leisure time. It maximizes thrift-time by completing productive tasks during leisure and in response to or in connection with finding a reward (treat). In the case of shoppers at North Market, many customers are using their leisure time to provision. Originality/value This chapter presents a new way of thinking about shopping at public markets and could potentially serve to help public markets redefine their role in local food systems and in the greater community. More broadly, this chapter provides a unique insight into how and why people use public markets.