ABSTRACT
One relevant quote
I work virtually every waking hour
Alvin Toffler
Research problem
What is the nature of phenomenon of prosumer identity in the context of sustainable consumption and the challenges and opportunities it brings into the consumer life and to the structure of the modern marketplace?
Chapter overview
The aim of this chapter is to explore the phenomenon of prosumer identity in the context of sustainable consumption with a view to highlighting the challenges and opportunities it brings into the consumer life and to the structure of the modern marketplace. The chapter seeks to build the argument that the evolving sustainability conscious prosumption subculture requires unique analytical perspectives of its own.
This chapter argues that sustainability conscious prosumption culture is emerging to stand out as a dominant subset different from larger prosumer culture. Therefore, sustainability conscious subcultural groups of semi-prosumers, collective prosumers and creative prosumers could provide unique sets of challenges and opportunities in the modern marketplace. The chapter concludes presenting some practical implications of prosumption practices for sustainability-concerned marketers.
