Consumer Communities Research Articles

Fashioning the nation in the age of populism

ABSTRACT Dress and fashion are both an important site and an idiom through which political conflicts, over cultural membership, such as national and ethnic belonging, are played out. In this article, I use Hungary as a case study to map the various ways in which fashion is used today in populist regimes to delineate the symbolic boundaries of the nation by generating powerful material and visual definitions of belonging, identity, sovereignty, community, traditional craftsmanship and shared heritage. I draw on ethnographic fieldwork and interviews I conducted in Hungary between 2017 and 2022 with the owners and designers of independent fashion labels that each stress the importance of incorporating ‘traditional’ Hungarian motifs into contemporary everyday wear. I show how these cultural producers normalize radical nationalism and imagine the nation through consumer communities, highlighting the significance of symbolic economies for populist rule. My analysis develops a relational and practice-oriented approach to consumer nationalism, expanding scholarship on the everyday mechanisms through which the national extends into the economic realm.

Pride or Guilt? Impacts of Consumers’ Socially Influenced Recycling Behaviors on Closed-Loop Supply Chains

Problem definition: Social influenced emotions of pride and guilt have been identified by the environmental psychology (EP) literature as crucial drivers impacting recycling behavior, but they have mostly been overlooked in operations management (OM) research. In contrast, EP studies often ignore firms’ operational decisions. We analyze the impacts of both social influence and firms’ operational decisions to provide a comprehensive understanding of consumers’ recycling behaviors, which is essential for realizing remanufacturing’s full potential. Methodology/results: We consider a closed-loop supply chain consisting of a manufacturer selling a single product to a consumer community. Consumers’ recycling behavior depends on both the recycling reward offered by the manufacturer, as well as intrinsic and socially influenced pride (guilt) from recycling (not recycling). We develop an evolutionary game to model consumers’ recycling behavior and characterize the resulting equilibrium recycling rate, which is then integrated into the manufacturer’s decision problem. We characterize the manufacturer’s optimal strategy and the equilibrium recycling rate in four distinct regions defined by both the product’s overall difficulty of remanufacturing and the underlying strengths of consumers’ socially influenced pride and guilt. We show that in settings where the product has a moderately high difficulty of remanufacturing and consumers have stronger socially influenced pride than guilt, the manufacturer optimally induces an interior recycling rate. In such scenarios, there exist win-win pathways in using social influence–based interventions to increase both the manufacturer’s profit and the recycling rate. However, misalignment may occur when consumers substantially care for the product’s recyclability. Managerial implications: This study bridges sustainable OM and EP literature by analyzing how consumers’ socially influenced emotions of pride and guilt affect a manufacturer’s optimal decisions, profits, and the resulting recycling rate. We provide important insights for designing effective and efficient social influence–based interventions to improve recycling rates. Funding: W. Chen was supported by the National Natural Science Foundation of China [Grant 71902017], and C.-L. Tseng was supported by the University of New South Wales UNOVA Knowledge Hub. Supplemental Material: The online appendices are available at https://doi.org/10.1287/msom.2023.0721 .

The Butterfly effect in the consumption of electric and hybrid cars: between utilitarianism and environmental awareness

In this study, we conducted an investigation aimed at understanding the consumption of hybrid or electric vehicles from utilitarian or substantive aspects. Employing a qualitative and exploratory approach grounded in culture and consumption studies, we adopted netnography as the method for data collection and analysis (Kozinets, 2006; 2019). Our focus was directed towards participation in an online community of electric car consumers, as well as the analysis of interactive chats and comments on online videos about hybrid cars. Surprisingly, our findings revealed that many consumers embark on their journey motivated by the financial benefits of electric cars, drawn by the promise of savings. However, over time, we identified an intriguing phenomenon that we termed the "butterfly effect": as consumers engage more deeply in the consumption experience and interact within the online community, there is a significant increase in environmental awareness. This finding suggests that sustainable automobile consumption transcends purely utilitarian considerations, incorporating values and environmental concerns. Interaction within the online community emerges as a crucial factor in this process, serving as a catalyst for a shift in perspective towards vehicle consumption. The exchange of information, experiences, and perspectives within this virtual environment appears to stimulate deeper reflection on the environmental ramifications of their consumption choices. Thus, this study offers significant insights into the dynamics of consumer behavior regarding sustainable vehicles, highlighting the importance of online interactions in promoting environmental awareness and the adoption of more sustainable consumption practices. Furthermore, it underscores the need for a more holistic approach to understanding consumer motivations and decision-making processes in this evolving landscape.

Algae-fungi symbioses and bacteria-fungi co-exclusion drive tree species-specific differences in canopy bark microbiomes.

With over 3 trillion trees, forest ecosystems comprise nearly one-third of the terrestrial surface of the Earth. Very little attention has been given to the exploration of the above-ground plant microbiome of trees, its complex trophic interactions, and variations among tree species. To address this knowledge gap, we applied a primer-independent shotgun metatranscriptomic approach to assess the entire living canopy bark microbiome comprising prokaryotic and eukaryotic primary producers, decomposers, and various groups of consumers. With almost 1500 genera, we found a high microbial diversity on three tree species with distinct bark textures: oak (Quercus robur), linden (Tilia cordata), both with rough bark, and maple (Acer pseudoplatanus) with smooth bark. Core co-occurrence network analysis revealed a rich food web dominated by algal primary producers, and bacterial and fungal decomposers, sustaining a diverse community of consumers, including protists, microscopic metazoans and predatory bacteria. Whereas maple accommodated a depauperate microbiome, oak and linden accommodated a richer microbiome mainly differing in their relative community composition: Bacteria exhibited an increased dominance on linden, whereas co-occurring algae and fungi dominated on oak, highlighting the importance of algal-fungal lichen symbioses even at the microscopic scale. Further, due to bacteria-fungi co-exclusion, bacteria on bark are not the main beneficiaries of algae-derived carbon compounds as it is known from aquatic systems.

Brewing social capital: A case study of Thailand’s craft beer consumption community

This study explores the development of Thailand’s craft beer community through a sociological lens, focusing on social capital and power dynamics. Despite originating much later than Western craft beer movements, Thailand’s scene has evolved rapidly since 2012, shaped by unique socio-economic and regulatory contexts. The research reveals how the community transitioned from homebrewers to a complex network seeking cultural legitimacy. Using Putnam’s and Bourdieu’s theories, the study highlights social capital’s role in fostering both cooperation and competition. Privileged groups use networks for economic and symbolic gains, while intermediaries shape the movement. Gender dynamics affect women moderately compared to other contexts. The COVID-19 pandemic spurred geographically close clusters and affinity groups, showcasing resilience amid regulatory challenges. These findings offer insights into craft beer consumption in non-Western contexts, stressing the importance of understanding social capital in emerging cultural industries.

Rodent competition and fire alter patterns of mound and disk formation of western harvester ants.

Consumers exert top-down controls on dryland ecosystem function, but recent increases in fire activity may alter consumer communities in post-fire environments. Native consumers, including ants and rodents, likely have critical roles in defining post-fire plant community assembly and resilience to biological invasions. This study aimed to understand how western harvester ants (Pogonomyrmex occidentalis) that form mounds and large vegetation-free disks that significantly influence plant community structure in the Great Basin Desert respond to fire and rodent community abundance. We tested this by installing treatment plots that excluded or allowed rodents and were burned or unburned in a full factorial design. We measured ant disk and mound size and density in each experimental plot. Fire increased ant mound density by 126% compared to unburned plots. Rodent presence decreased mound density by 59%, mound diameter by 13%, and mound height by 166%. We also show an interaction where the adverse effects of rodents on ant disk density were greater in burned than in unburned plots. The results suggest that booms in rodent populations are likely to have suppressive effects on ant mound and disk formation in native shrublands but that harvester ants may be released from rodent competition with the emergence of invasive grass-fire cycles.

Population asynchrony within and between trophic levels have contrasting effects on consumer community stability in asubtropical lake.

Clarifying the effects of biodiversity on ecosystem stability in the context of global environmental change is crucial for maintaining ecosystem functions and services. Asynchronous changes between trophic levels over time (i.e. trophic community asynchrony) are expected to increase trophic mismatch and alter trophic interactions, which may consequently alter ecosystem stability. However, previous studies have often highlighted the stabilising mechanism of population asynchrony within a single trophic level, while rarely examining the mechanism of trophic community asynchrony between consumers and their food resources. In this study, we analysed the effects of population asynchrony within and between trophic levels on community stability under the disturbances of climate warming, fishery decline and de-eutrophication, based on an 18-year monthly monitoring dataset of 137 phytoplankton and 91 zooplankton in a subtropical lake. Our results showed that species diversity promoted community stability mainly by increasing population asynchrony both for phytoplankton and zooplankton. Trophic community asynchrony had a significant negative effect on zooplankton community stability rather than that of phytoplankton, which supports the match-mismatch hypothesis that trophic mismatch has negative effects on consumers. Furthermore, the results of the structural equation models showed that warming and top-down effects may simultaneously alter community stability through population dynamics processes within and between trophic levels, whereas nutrients act on community stability mainly through the processes within trophic levels. Moreover, we found that rising water temperature decreased trophic community asynchrony, which may challenge the prevailing idea that climate warming increases the trophic mismatch between primary producers and consumers. Overall, our study provides the first evidence that population and trophic community asynchrony have contrasting effects on consumer community stability, which offers a valuable insight for addressing global environmental change.

Cattle exclusion increases encounters of wild herbivores in Neotropical forests

Abstract Ongoing habitat loss and species extinctions require managers to implement and quantify the effectiveness of conservation actions for protecting biodiversity. Fencing, when done properly, is an important management tool for conservation in landscapes where wildlife and domestic animals co‐occur, potentially enhancing habitat use through selective exclusion of domestic species. For instance, the fencing of forest patches in the Neotropics is expected to reduce the degradation of understory vegetation by cattle, releasing these resources for the native community of browsers and fruit consumers. Here, we implemented an ecological experiment using a before‐after control‐impact design to quantify the effect of cattle exclusion on encounter probability of the native community of browsers and fruit consumers, and percent ground cover in multifunctional landscapes of the Colombian Orinoquía. We built 14 km of wildlife‐permeable fences along forest edges in four forest patches (i.e. blocks) containing control and fenced (treatment) sites. We installed 33 camera traps to obtain information about wildlife and cattle encounter probabilities, before and after the fences were constructed. We used Bayesian generalised linear mixed effects models to quantify the effect of fences via the interaction between the time period (before and after the fences were built) and treatment (control or fenced sites). Fencing was effective at reducing encounter probabilities of cattle in the treated sites, and it had a positive impact on relative encounter probabilities of four of seven studied wildlife species (herbivores including the black agouti [dry season only], lowland tapir [dry season only] and spotted paca [both seasons] and an omnivore, the South American coati [rainy season only]). The effect of fencing was negative for the collared peccary but only during the dry season. No statistically significant effect was detected for the white‐lipped peccary or white‐tailed deer. Synthesis and applications: We provide experimental evidence that fences are effective at selectively excluding cattle and increasing encounter rates of wild browsers and fruit consumers in forest patches where these species co‐occur with cattle. Our results highlight an important application of fencing ecology in Neotropical forests, where the implementation of wildlife‐permeable fences is feasible due to smaller body sizes of wildlife compared to domestic animals such as cattle.

Long-term vegetation succession enhances the network complexity and stability of soil protozoan communities

Long-term vegetation succession is critical for the improvement of environmental quality and the restoration of ecosystem functions. As key links in the micro-food web, protozoa are widespread in the soil and are important participants in nutrient cycling and energy transfer. However, the effects of vegetation succession on soil protozoan communities compared to those on other soil microbial communities, such as bacteria and fungi, remain largely unknown. Here, a long-term vegetation succession sequence of approximately 160 years was selected to investigate the evolutionary characteristics and drivers of soil protozoan diversity, network stability, and community assembly processes. Soil protozoan alpha diversity increased significantly with vegetation succession, and beta diversity differed significantly between early and late successional stages. Microbial biomass is a key driver of soil protozoan diversity. In addition, the network robustness and complexity of soil protozoa increased significantly and stabilized during late successional stages. Soil microbes played a direct role in protozoan network stability, whereas abiotic factors played an indirect role, reflecting the trophic cascade in soil micro-food webs. The relative contributions of deterministic processes to the community assembly of soil protozoa increased progressively with vegetation succession, owing to multiple eco-selective mechanisms arising from environmental changes. Our results highlight the bottom-up effects of soil microbes on secondary consumer communities during natural restoration, providing new insights into the mechanisms underlying the maintenance of soil micro-food web diversity and stability across environmental gradients.

Gelatinous filter feeders increase ecosystem efficiency

Gelatinous filter feeders (e.g., salps, doliolids, and pyrosomes) have high filtration rates and can feed at predator:prey size ratios exceeding 10,000:1, yet are seldom included in ecosystem or climate models. We investigated foodweb and trophic dynamics in the presence and absence of salp blooms using traditional productivity and grazing measurements combined with compound-specific isotopic analysis of amino acids estimation of trophic position during Lagrangian framework experiments in the Southern Ocean. Trophic positions of salps ranging 10–132 mm in size were 2.2 ± 0.3 (mean ± std) compared to 2.6 ± 0.4 for smaller (mostly crustacean) mesozooplankton. The mostly herbivorous salp trophic position was maintained despite biomass dominance of ~10-µm-sized primary producers. We show that potential energy flux to >10-cm organisms increases by approximately an order of magnitude when salps are abundant, even without substantial alteration to primary production. Comparison to a wider dataset from other marine regions shows that alterations to herbivore communities are a better predictor of ecosystem transfer efficiency than primary-producer dynamics. These results suggest that diverse consumer communities and intraguild predation complicate climate change predictions (e.g., trophic amplification) based on linear food chains. These compensatory foodweb dynamics should be included in models that forecast marine ecosystem responses to warming and reduced nutrient supply.

Comparing the Environmental Influences and Community Assembly of Protist Communities in Two Anthropogenic Coastal Areas.

Anthropogenic stresses are intensively affecting the structure and function of microbial communities in coastal ecosystems. Despite being essential components of coastal ecosystems, the environmental influences and assembly processes of protist communities remain largely unknown in areas with severe disturbance. Here, we used 18S rRNA gene high-throughput sequencing to compare the composition, assembly process, and functional structure of the protist communities from the coastal areas of the Northern Yellow Sea (NYS) and the Eastern Bohai Sea (EBS). These two areas are separated by the Liaodong Peninsula and experience different anthropogenic stresses due to varying degrees of urbanization. We detected significant differences between the protist communities of the two areas. Environmental and geographic factors both influenced the composition of protist communities, with environmental factors playing a greater role. The neutral community model indicated that the assembly of protist communities was governed by deterministic processes, with stochastic processes having a stronger influence in the EBS area compared to the NYS area. The phototrophic and consumer communities, influenced by different environmental factors, differed significantly between the two areas. Our results provide insights into the biogeography and assembly of protist communities in estuaries under anthropogenic stresses, which may inform future coastal management.

Drone-Based Instant Delivery Hub-and-Spoke Network Optimization

Drone-based transportation is emerging as a novel mode in city logistics, featuring first-mile pickup and last-mile instant delivery using drones and truck transshipment. A fundamental challenge involves coordinating merchants, drones, transshipment hubs, trucks, and consumer communities through the hub-and-spoke network (HSN). This study formulated the optimization problem for HSN to minimize logistics costs and loss of orders constrained by service time limits. The ε-constraint model, two evolutionary algorithms based on Non-dominated Sorting Genetic Algorithm II (NSGA-II) using permutation (EAp) and rand key-based (EAr) encoding/decoding schemes were devised to solve the bi-objective mathematical program. Three groups of twelve experiments were conducted using ideal datasets and datasets generated from Shenzhen city to validate the models and algorithms. Relaxing the logistics objective by 10% and subsequently minimizing the loss of orders can significantly reduce average unmet orders by 24.61%; when spokes were beyond 20, the ε-constraint model failed to achieve solutions within an acceptable time. While EAp and EAr demonstrated competence, EAr proved to be more competitive in computation time, hypervolume, spacing metric, and the number of non-dominated solutions on the Pareto fronts. Key parameters influencing the HSN solutions include drone and truck speeds, acceptable delivery times, and the processing and waiting time at hubs.

빅데이터 분석과 네트노그라피 기반 온라인 소비자 커뮤니티 참여 행동 분석

빅데이터 분석과 네트노그라피 기반 온라인 소비자 커뮤니티 참여 행동 분석

Participatory action research with wheat landrace producers and community supported agriculture groups; a case from Turkey

ABSTRACT After the 1960s, breeding activities carried out on many crops, including wheat, and the use of chemical fertilizers and pesticides, saw increased criticism of the negative consequences in terms of nutrition, social, and environmental impacts. There is a current re-emphasis upon changing the methods of flour and bread production technologies, and wheat landrace varieties have made a resurgence. Wheat landrace varieties have become widespread and create the demand for their consumption as an alternative to industrial wheat. Producers have come together to form collectives of different structures and seek ways to expand production of wheat landraces. As a result, alternative food consumption communities have become established in which consumers can access wheat landrace products. The factors related to the development of wheat, flour, bulgur, bread, etc. should be put forward to consumers and producers. The fieldwork of this research is based on five community supported food groups formed by consumers in the İzmir province of Turkey, and associations/groups that produce wheat varieties in Çanakkale, Balıkesir and Kars provinces. The aim of the research is to identify common problems that reduce the separation between wheat production and consumption and how to increase the use of wheat landraces and their products by using participatory action research.

Employing consumer knowledge to protect consumer rights

The research aims to measure the level of connection and impact of consumer knowledge in protecting consumer rights, and the sample consisted of (275) consumers in five markets (large retail markets in Baghdad) as they represent the research community of consumers who go to the markets to buy products. The data and hypotheses were analyzed and tested using appropriate statistical tools, including the arithmetic mean and standard deviation to measure the level of descriptive responses of the research sample, correlation coefficients (Pearson) to test the relationships between the research variables, and the simple and multiple linear regression equation to test the effect. The results showed the validity of the research hypotheses, and concluded with a number of Conclusions and recommendations.

A framework for the restoration of seed dispersal and pollination

Species reintroduction is a management strategy to restore ecosystem functioning through the reestablishment of ecological interactions and related ecological processes, like pollination and seed dispersal. Selecting the best species to achieve this goal remains challenging. We present a trait‐based framework to estimate the effects of species reintroductions on seed dispersal and pollination. Our framework assesses the potential contribution of a consumer species (e.g. seed disperser) by considering both the originality of its interactions and the availability of resources it consumes. Originality refers to the degree of uniqueness versus redundancy of a species' interactions compared with the interactions of the current consumer community. Resource availability, defined by the distribution of trait values in the resource community that enable interactions (like fruit size), determines the potential magnitude of a species' effect. The framework also allows assigning different weights to unique interactions, thereby facilitating decisions on whether to prioritize species that potentially add unique interactions if selected for reintroduction. Using our framework, we compared the potential effects of two reintroduced frugivores (agoutis and howler monkeys) on seed dispersal in an Atlantic Forest site. While both species have similar potential effects when not accounting for interaction originality, howlers interact with more common fruit's trait values, whereas agoutis have more unique interactions and with a broader variety of trait values. We also provide ways of generalizing our approach to include other factors, e.g. species abundances, to assess the consequences of other scenarios affecting community composition, such as species extinctions and invasions.

Why Online Consumption Communities Brutalize

Abstract Consumers who socialize in online consumption communities sometimes become alarmingly hostile, toxic, and otherwise verbally violent toward one another—a phenomenon known in sociology as brutalization. Research indicates that short-lived, situational outbursts of verbal violence—such as gross insults, harassment, or trolling—are common in online consumption contexts. However, it does not explain why such behaviors sometimes become endemic, turning entire communities into toxic social spaces. To address this question, the authors studied 18 years of interactions in an online electronic dance music community. Their interpretive analysis reveals three constellations of interacting, mutually reinforcing, forms of direct, structural, and cultural violence—sadistic entertainment, clan warfare, and popular justice—that fuel community brutalization in distinct ways. This article introduces these brutalization constellations, substantiates them with empirical data, and discusses their implications for theories of violence in consumption communities as well as the wider social media sphere.

Ideological capacities in consumer communities: an exploration of the “presenteers” tribe

PurposeThis study aims to explore how a postmodern tribe enacts and re-interprets ideologies as a part of consumers’ collective experience, to enhance our understanding of consumer communities in conjunction with ideological capacities.Design/methodology/approachThe community of “presenteers” is conceptualized as a self-organized tribe with heterogeneous components that generate capacities to act. Netnographic observation was conducted on 18 presenteer accounts and lasted around six months. Real-time data were collected by taking screenshots of the posts and stories that these users created and publicly shared. Data were analysed by adopting assemblage theory, combining inductive and deductive approaches. Firstly, a qualitative visual-textual content analysis of the tribe’s defining components was conducted. Then, the process continued with the thematic analysis of the ideological underpinnings of the tribe’s enactments.FindingsFindings shed light on the ways in which consumer communities interpret the entanglement of religious, political, and cultural ideologies in shaping their experiences. In the case of the presenteers tribe, findings reflect a novel ideological interplay between neo-Ottomanism, post-feminism and consumerism.Research limitations/implicationsThe study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.Originality/valueThe study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.

Socio-cultural origins of beer naming in the Kirov region

Russia in its history has experienced completely different attitudes of the population towards alcohol consumption and, at times, diametrically opposite approaches of the state to its regulation: from dry laws to widespread encouragement, from the northern type of alcohol consumption (dominance of strong drinks) to the southern type (dominance of low-alcohol drinks). In this sense, today we are experiencing a unique situation: in modern Russia, beer (a low-alcohol drink) is taking the lead in the alcoholic beverage market. Beer is again becoming, in fact, a people's drink. This circumstance makes interesting and relevant the question of studying beer consumption in the historical context. How has the consumption of alcohol in the past influenced its consumption today? Is there any cultural connection between the eras? Or is today's beer culture starting from scratch? We have tried to answer these questions by studying modern beer naming.
 In this article the socio-cultural origins of modern beer names are analysed on the example of draught beer shops in the city of Kirov. The names are analysed in the context of successive major Russian historical epochs. The study was conducted using a content analysis method of three hundred and seventy beer names collected by the authors in the first half of 2023 in twenty-two beer shops in the city. Three strategies used for naming beer were identified: pre-revolutionary (these names are closely related to the names of varieties from various Western European countries), Soviet (built on the negation of the pre-revolutionary strategy, based on the development of new, unique names) and post-Soviet (modern names that do not correlate with either the pre-revolutionary or Soviet strategy). The study revealed that the most popular strategies are pre-revolutionary and post-Soviet (38 per cent each of all names considered), while the least popular is the Soviet strategy (24 per cent of all names considered). In addition, the coefficient of uniqueness of the strategy used is introduced, which allows us to understand how diverse the use of a particular strategy in sales is. It is shown that pre-revolutionary and post-Soviet beer naming strategies are most often used in beer sales, while the Soviet strategy is the least popular, which indicates the special characteristics of the beer consumer community.

How to Build a Blogging Website

Abstract: This paper explores the variegated domain of blogging, with focusing on the platform OmniSpectra. Here, I present an in-depth explanation of website’s UI/UX design, usage, architecture, and backend mechanisms. The study explores the unique characteristics of OmniSpectra that distinguishes it from other popular blogging websites, highlighting its inventive method in nurturing inclusive and compelling virtual communities of both content consumers and content creators. The paper will show in-depth workings of different techniques such as blog recommendation, data collection and curation that are used in the website to provide a benchmark user experience. The paper investigates the website’s role in shaping individual’s narrative and perception based to users’ interactions to different blogs, this has been achieved by getting a constant sentiment analysis feedback from users as well as the content created by the creators using AI models. All in all, after reading this paper, the reader will get a high-level idea of how to create a blogging website and add to it different modules according to their specific requirements. All this is explained by taking the example of OmniSpectra