There is a growing class of entrepreneurs who, for a range of reasons, are working to create viable alternatives to mainstream production and consumption models. Existing literature that cuts across multiple fields illustrates the unique features, challenges, and value propositions of...

Using multimethod data, we investigate retirement as a life stage centered on consumption, where cultural scripts are particularly contested and in flux and where we witness an increase in breadth and depth of identity‐related consumption, which we term consumer identity renaissance. While prior...

Although heterogeneity in consumption communities is pervasive, there is little understanding of its impact on communities. This study shows how heterogeneous communities operate and interact with the marketplace. Specifically, the authors draw on actor-network theory, conceptualizing community...