ABSTRACT

S. Zizek intelligently observes that the so-called new spirit of capitalism is nurtured by neoforms of economic, social and cultural unity, and such a triad interconnection is reflected and justified by a 'post-modern' scenario. This chapter analyses the role of social and solidarity economy (SSE) within cultural capitalism drawing on four case study examples in three different contexts: Cambodia, Ecuador and Sri Lanka. It highlights that the capitalism framework is transforming itself, and its current stage is emerging consequently of its own evolution. The chapter elaborates the role of social and solidarity economy (SSE) within Cultural Capitalism and will bring diverse case study examples happening in different contexts, such as Hagar Catering in Cambodia, Selyn and The Good Market in Sri Lanka and Sinchi Sacha in Ecuador. It focuses on exploring the nature of what the drivers are that may influence consumer behaviour and what motivates and stimulates individuals to consume either a good or service in the first place.