Over the past two decades consumerresearchers have begun to more fully explorethe role of cultural values, beliefs andtraditions in buying and consumptionbehaviour. Drawing on sociological andanthropological perspectives, this has markeda shift in focus away from individualconsumers' attitudes...

This interpretive study introduces the field of Utopian studies and explores its relevance in re-conceptualising certain aspects of consumer research. Making reference to a longitudinal study carried out in a festival marketplace, this paper illustrates how the concept of Utopia can yield rich...

This article draws upon the utopian studies literature to integrate two strands of contemporary consumer research, the study of place and space and the analysis of consumer/marketer relations. Based on a longitudinal study of a festival shopping mall, we provide an emergent theory of how the...

Purpose – This editorial aims to review the contents of the special issue, situating it within appropriate historical context. Design/methodology/approach – A close reading of the contents of the special issue is provided. Findings – This special issue reveals the important contributions...