Satiated Consumers: Allocation of Consumption Time in an Affluent Society

Based on Ian Steedman's seminal contribution ‘Consumption Takes Time’, we propose a formal activity‐based model for consumer behaviour. The model simultaneously incorporates choices over consumption time, as well as quantities and qualities of products consumed. We identify and examine preconditions for satiation with products and draw implications for economic policy. Satiation with products explains the limited effects of price or income changes on demand and questions the pertinence of economic growth for development. It further highlights the relevance of working time reductions for well‐being.     

Pet‐related consumption as a consumer identity constructor

The objective of this paper was to analyse how pet‐related consumption can be connected to consumer identity construction. This objective is based on the idea that consumers use symbolic meanings from possessions to construct and communicate their identities. Objects of attachment have especially been found to be closely connected to the formation of consumer identity. Furthermore, it is often assumed that consumers struggle to maintain a true sense of self or personal identity while retaining a feeling of belonging and social identity. This may be portrayed through layers of identity, which are composed of personal identity, social identity and other people. Empirical research was conducted using focus groups to create individual collages. The findings indicated that pet‐related consumption was used in the following six ways to construct consumer identity: ‘character developer’, ‘source of well‐being’, ‘means to connect’, ‘status communicator’, ‘object of devotion’ and ‘intermediary’, all of which found their places in the layers of identity. Each of these ways of using pet‐related consumption was paired with one other so that the extremes formulated three dimensions in a consumers' identity construction: the personal dimension, the social dimension and the dimension of emotional attachment. In conclusion, it was proposed that consumer identity construction illustrated via pet‐related consumption as created within both social interactions with meaningful others and those three dimensions is multi‐levelled and multifaceted. The paper invites future research to study both identity construction and emotional attachment, being such multifarious phenomena, and to explore the dynamic interactions that may exist.     

Learning good judgement: young Europeans’ perceptions of key consumer skills

A convenience sample of 27 European Union (EU) citizens and two Romanians residing in the Scottish Central Belt took part in in‐depth interviews to explore a wide range of consumer decision‐making scenarios which ranged from borrowing and saving to impulse buying and ‘value for money’ choices. The aim of the research was to identify and assess how well educated young EU consumers perceive the consumer education process and the precise nature of consumption specific skills. Given the focus of the present paper on consumer judgement, the role of values received particular attention. The Schwartz Value Inventory served as a conceptual framework for analysing the responses. The results show that the family in its role as primary creator of values was considered the most important agent in the consumer education process because it establishes a routine pattern of decision making. Further support from social networks in the wider community and real‐life experience through trial and error were cited as equally significant for acquiring useful consumer skills. There was consensus that the influence of schools was limited to providing generic citizenship education rather than specific consumer studies classes. The findings of this study point to the need for changing the current focus of consumer education and consumer policy from an emphasis on training the vulnerable consumer to a more inclusive agenda which concentrates on value education for all market players including producers and marketers.     

Young consumers’ food preferences within selected sectors of the Hospitality Spectrum

In society, young consumers are influenced by an array of factors within their home, school and social environments. The adolescent period is one in which the individual becomes a more independent consumer, exerting increased degrees of independence and a subsequent freedom of preference. Such independence may be particularly apparent within the social environment, despite young consumers generally being categorized under the ‘family market’, within the Hospitality Spectrum. The aim of the study was to analyse young consumers’ food preferences within the home, school and social environments, with particular reference to the role of the Hospitality Spectrum. Young consumers for the study, are defined as being between 11 and 16 years, segmented into two age groups: 11–13 years and 14–16 years. The selected sectors of the Hospitality Spectrum which were studied, were the fast food service and school canteen sectors. In order to fulfil the research aim and objectives, a range of research instruments and analysis techniques were used. The results of the study to date would illustrate that tentative steps have been taken within the school and fast food sectors, to bridge the ‘gaps’ between business supply and consumer preferences. Gender differences were found in food selections within school canteens and fast food establishments, with females more likely to select ‘British’ styled fast foods at school and males more likely to select ethnic foods at fast‐food establishments. No significant differences were found between the two age segments. It is vital that the increasingly important role of the young consumer segment is recognized, in particular considering them as individuals rather than as a part of the ‘total’ family consumer package. However, in market segmentation young consumers are an important consumer group and it must not be overlooked that they will be the future adult consumers. The Hospitality Spectrum must therefore treat this group with respect for the consumer service industry to achieve its full potential. The results of this Northern Ireland study indicates that although the young consumer segment is viewed as important within the selected sectors of the Hospitality Spectrum, the extent of their full potential has yet to be recognized.     

Can conscious consumption be learned? The role of Hungarian consumer protection education in becoming conscious consumers

The purpose of this research is to examine how consumer consciousness can be defined, along what dimensions it might be measured and, according to these dimensions, how conscious Hungarian university students are. In addition, it is also discussed how their consumer protection education might contribute to their consumer consciousness. Two hypotheses have been proposed concerning factors potentially affecting conscious consumer behaviour (gender; participation in consumer protection education). To test these hypotheses, a questionnaire survey has been conducted with a total of 280 respondents, whom are undergraduate students of a Hungarian university. It is found that different aspects of consciousness dominate the consumer decisions of females and males. Female respondents appear to be characterized more by hedonistic consumption but they are more price sensitive than males. Veblen effect is stronger for males, and they have greater trust in well‐known brands. Although the survey revealed that both research variables might affect consumer behaviour (not only gender but the participation in consumer protection education as well), the role of education cannot be unambiguously identified in the process of establishing consumer consciousness. On the one hand, the results show that the behaviour of ‘trained’ consumers is mainly characterized by price sensitiveness, while the other (‘non‐educated’) group is more reliant on marketing and brands. However, on the other hand, it might also be concluded that young adults participating in the survey already have their own consumer habits and preferences; therefore, their consumer behaviour is more difficult to be formed by means of education during their university years. These findings are nevertheless limited to Hungarian university students and cannot be generalized to the entire society or other countries.     

An evolving historical paradigm: from ‘home economics' to ‘family and consumer sciences’1

With the professional name change in the United States of ‘home economics' to ‘family and consumer sciences’, the purpose of this paper is to facilitate communicating an understanding of our profession to our students. This paper focuses on an historical perspective depicting a progression of conceptualizations about the profession. Four developmental models are presented to provide a system of organization that will help students develop their professional identity. This paper is a reflection of an individual journey to gain a personal-professional identity. The sharing of this pilgrimage and the visual models that have been developed to enhance its communication have become a valuable resource and meaningful part of an undergraduate core class that provides students with the initiative to begin their own professional clarifications.     

College students’ consumer competence: a qualitative exploration

The purpose of this qualitative study was to investigate college people's perception of the competence necessary to play the consumer role and of the different socialization agents and processes involved in their consumer learning. Perception of the meaning of consumer competence seems mostly based on characteristics associated to preventive behaviours. If, on the whole, the subjects think they are competent consumers, their perception of other consumers is much less favourable. The mother appears to remain the most influential socialization agent but the father seems to play an increasing role. Young people's consumer socialization process is mainly achieved through communication, observation, and by learning through trial and error. Some of them find that consumer education in high school was useful but boring, and some others didn’t remember having received this education. The need to study further the competence of young adults and to provide consumer education is discussed.     

Liberty,equality and consumerism in state education: exploring liberal angst under New Labour

This paper aims to explore aspects of consumerism in state secondary education in England, the dilemmas posed by the educational market‐place for a category we describe as the ‘resourced liberal egalitarians’ and the resolution of these dilemmas offered by the actions of prominent Labour Party parents‐as‐consumers. Having outlined the individual and societal significance of education, the ideological and ‘economic’ dimensions of educational consumption are explored in order to locate the category ‘resourced liberal egalitarians’. This group's dilemmas are then explained in the context of the strengthening of the market principle and the polarizing of the market‐place within education. These together increase the stakes of protecting their own children's interests while simultaneously exacerbating the inegalitarian character of the education system, a situation which they find distasteful. The final section looks at how the actions of prominent Labour Party figures address this angst through their own actions as parent‐consumers of state education.     

Consumer socialization,social structural factors and decision‐making styles: a case study of adolescents in Malaysia

The purpose of this study is to investigate how the process of consumer socialization will determine adolescents’ decision‐making styles. Eight decision‐making styles were conceptualized as outcomes of the socialization process, which is acquired via interaction with socialization agents, namely parents, peers, printed media, television commercials and in‐school education. The study also proposed five social structural variables (social class, gender, ethnicity, residence and religion) as being associated with the socialization agents and decision‐making styles. The study sample consisted of 934 adolescents between the ages of 16 and 19 years. The data were collected using a self‐administered questionnaire and analysed with the SPSS computer program. As a result of regression analyses, significant relationships were found between social structural factors and socialization processes, suggesting that the influence of socialization agents on adolescents may vary according to certain demographic characteristics. Significant relationships were also found between social structural factors and socialization processes. Peers appeared to be the most important agents of consumer socialization, contributing to a variety of desirable as well as undesirable consumer decision styles. Printed media and television commercials were also found to be significant sources of the acquisition of both desirable and undesirable decision‐making styles. Parents and in‐school education, however, were insignificant in the acquisition of any decision‐making styles among adolescents. Information obtained from this study could be useful to government agencies and consumer educators. The most revealing finding of this study is that parents did not contribute to the formulation of decision‐making orientation for adolescents. This points to the need for consumer educators to take steps in designing programmes that will involve parents as primary socialization agents at home; this may be facilitated via printed materials. Apart from this, the information can also be helpful in enabling marketers to be more effective in targeting various adolescent markets by formulating marketing strategies according to demographic factors, socialization process and decision‐making styles.     

Epicureanism and the poetics of consumption

Consumption, ‘to use up, to destroy’, is a dirty word. It conjures piles of rubbish; it suggests an extravagant attitude. We, each one of us hoping to be a unique, careful individual, can feel offended at being referred to as ‘the consumer’. Yet, ‘to consume’ is not only a human activity, it is one of the fundamental processes of nature, a natural aspect of the creative process. In this paper, I will emphasize connections between the creative research process, poetics and consumerism. I suggest that research can be envisioned as a cycle of consumption and renewal. Our tools in such a natural philosophy are the contemplation of natural events, and the insights that a poetic understanding of language can give us. To this end, I draw on the ancient Epicurean philosophy, as demonstrated in De rerum natura, written by the Roman poet, Lucretius, in the first century BCE. Lucretius gave a scientific explanation of the universe, in poetry, to demonstrate that natural laws can be derived by reason, contemplation and by the use of the senses. Further, Lucretius' use of language, as a creative medium, modelled the actions of the universe. This insight provides a link between poetry, science and research, one which is still relevant to twenty‐first‐century scientific research generally. In this paper, I will suggest that it is also specifically relevant to the design and practice of consumer research. For instance, both research and creativity are aspects of that urge to move beyond subjectivity, towards knowledge that is whole and shared. In Epicureanism, subjective engagement provides access to that which is universal. We can conceive of consumerism, and of consumer research, in the same terms, as a striving for completion, and as a poetic, natural and reciprocal act, involving the transformation of the consumer, and that which is consumed.     

Adult consumer education across Europe – redressing the market or reaching the vulnerable consumer

Consumer education is an important EU and United Nations priority. In most countries’ formal education systems, it is not a single discipline in its own right, but a cross‐curricular subject involving many areas of the school curriculum. Adult consumers are expected to be critical and informed consumers but may not know how to acquire the appropriate skills. The formal school system in many countries has failed to deliver these skills and values and adults need consumer education through both formal and informal means. With increasingly varied societies consumer education will help to produce active socially responsible citizens and citizenship is an essential element of the delivery of consumer education to adults. It is particularly important that consumer education should reach the vulnerable groups in society. Increasing globalisation and business power necessitate ethical and sustainable business practices; an informed, educated and empowered consumer will strengthen the market place to the benefit of both consumers and business. Unlike school education, adult education across Europe is fragmented with a mixture of formal education, including training for vocational qualifications, continuing and community education, and informal education, an essential contributor to life‐long learning delivered through media, women's groups, consumer groups and many other large and small organisations. The issues have been addressed by the EU Socrates supported CEA (Consumer Education for Adults) project which has 10 partners from 7 European countries drawn from non‐government organisations, teacher training and adult education institutions, universities and research institutes. The project has produced a training manual for adult consumer education, a training module, piloted in Vienna, which includes a handbook of teaching materials and a video, and has initiated a dialogue between consumers, consumer educators, business and producers.     

Pre‐schoolers,parents and supermarkets: co‐shopping as a social practice

The objective of this paper was to examine the co‐shopping practices of children and parents in supermarkets, i.e. the practical enactment of grocery shopping. Our special focus is on how informal consumer training occurs during parent–child interaction. We use observational data collected in spring 2008 in different Estonian supermarkets, post‐shopping interviews with parents and focus group interviews with their children. Our analysis is informed by practice theory, which helps to look in detail at how the activities in a particular situation are coordinated by understandings and procedures, and are guided by the engagement in a particular shopping trip. Co‐shopping interactions mostly revolve around particular material objects, although not exclusively. Product choice is a deeply contested area, where both parents and children face numerous pressures in this situation of two‐way socialization. There are implications for consumer education more broadly. To accomplish lasting and meaningful effects on the everyday lives of families, there has to be a wider range of actors – supermarkets, producers, governmental bodies, schools and families – who care about both formal and informal consumer education.     

An analysis of child consumers in Turkey

This research was conducted on 402 children going to kindergarten and primary schools with the purpose of analysing the children's interests, responsibilities, economic resources, purchasing activities, and socialization agents and purchase influences as consumers. Data were collected using a questionnaire, which was prepared by considering some previous research. The questionnaire was applied to subjects through face‐to‐face individual interview. The data were analysed by using explanatory variables, including age, gender, socio‐economic status and family type. Findings indicated that consumer socialization of children was connected to selected demographic characteristics, especially age, and they were surprisingly independent and influential consumers. The results of this study are important for those involved in children's and adults’ markets, and for consumer educators.     

How to create tools to empower the consumer – the challenges of home economics/FCS and home economics teacher education

The aim of this presentation is to introduce some new frameworks that have been under discussion in developing university studies in the field of home economics or family and consumer sciences in Finland. The empirical data is derived from students’ contributions during their university studies in the degree program for home economics teachers at the Master's level. The main data is based on students’ opinions and conceptions about strengths (S), weaknesses (W), opportunities (O) and threats (T) of their university discipline and field to meet the future challenges. All students are at the level of advanced studies (mainly 4th year), and the number of students is 34. All have some school experience as a home economics teacher and most also have some other work experience in the field of home economics, family and consumer sciences. The research questions were: (1) How do the students see their field according to the SWOT analysis? and (2) What type of developments do they pose for the future? There was also an implementation section. Students were asked to produce their own ‘action plan’ for the next few years. The preliminary data analysis reveals that inside the discipline and the field there are several empowerment elements, but also that they are not used as efficiently as they could be. In conclusion, most students have a very realistic view of their studies. They can analyse them in diverse ways, and reveal important qualifications. They are aware of the various challenges that face us in both the present and future societies. Students also see that home economics not only gives them tools that are relevant in present school situations, but the subject includes such future potentials that can be used in directing the school towards the more open learning environments. Home economics has its place inside the education system. Both the idea of ‘home economics teacher as a researcher’ and ‘home economics teacher as an educator’ were seen as important aims to maintain in the university degree.     

The place of debt in establishing identity and self‐worth in transitional life phases: young home leavers and credit

Consumption behaviour has long been linked to identity and notions of the self, with these concepts becoming ever more relevant in a global culture of consumption where materialistic behaviours and attitudes are seen as determinants of self‐image. Against this landscape of consumption, Generation Y is oft criticized as the ‘want it now’ generation, focused on hedonic acquisition of possessions and brands. This group was born into a society that reinforces the self through having and have been encouraged to consume since childhood. Debt is increasing in the youth market, with most teenagers now having access to credit cards and university graduates entering the workplace with high levels of consumer as well as educational debt. This study examines the consumption behaviour of two sets of young adult consumers: recent home leavers and those who have lived away from home for a longer period of time, examining their experience with debt in a framework of self‐identity. Core themes to emerge from this research are centred on the place of debt in establishing identity and self‐worth in transitional life phases.     

Assessing the demand for value‐based organic meats in Canada: a combined retail and household scanner‐data approach

We apply sets of weekly retail and household scanner data to estimate consumer demand of selected organic and conventional fresh beef products in the Canadian retail market. The main contribution of our study stems from the application of a two‐stage procedure that provides new and deeper insight into consumers' responses to changing retail environment and pricing for organic and conventional meat products. Combined knowledge of point‐of‐sale consumer behaviour for value‐based products, such as organic products, and distinct socio‐demographic profiles of buyers vs. non‐buyers of meat is especially interesting for retail managers and meat industry stakeholders. First, household meat consumption patterns are investigated based on household scanner data that track household's meat purchases in the period 2006–2007. The second step of analysis then involves the estimation of an almost ideal demand system for selected organic and conventional fresh beef products using retail scanner data for the period 2000–2007. The introduction of greater selections in organic product lines across mainstream supermarkets in Canada in response to consumer health concerns is expected to spur retail competition in an otherwise saturated Canadian retail market. The analysis of socio‐demographic profiles in beef consumption using individual household's purchase data reveals that besides regional differences in preferences, household size and resource characteristics are major determinants of point‐of‐sale beef purchase decisions. Our demand system results indicate that organic beef is highly dependent on price and expenditures, whereas demand for conventional beef is mostly driven by income, habits and ‘typical’ Canadian seasonal beef consumption patterns. Altogether, our conclusions on organic beef vs. conventional beef buyers may have further implications for institutional regulations.     

The use of small instant loans among young adults – a gateway to a consumer insolvency?

The aim of this paper is to study 18‐ to 29‐year‐old Finnish consumers' use of instant small loans (i.e. SMS loan) and other consumer credit services that have increased notably in the past few years. We examine what kind of expenditures instant credit is used for and focus also on young consumers' financial situation and their perceptions of themselves as money handlers. The research method is quantitative, and data are derived from an open online survey (n = 1610). Our results reveal that consumer credit is used by young people in all income brackets and employment positions. However, there is a clear connection between certain life‐course stages (young, single parent), financial positions (low income), employment situations (marginal) and the propensity to take instant loans and consumer credit. The young people who take an instant loan once are likely to do it again. Typical purposes of use included buying alcohol, cigarettes and partying. For some consumers, the use of small loans is part of controlled and economical use of money. However, particularly in the low‐income brackets, it is also common to buy food and to repay credit or interest. Young people, who use instant loans recognize flaws in their money management and see themselves as ‘wasteful’ consumers more often than those who do not use instant loans. On the basis of this empirical study, it is unquestioned that young people's consumer education needs to be strengthened. In Finland, this need has already been recognized in both consumer policy and teacher education.     

Reduced‐fat foods: the shopper’s viewpoint

The inclusion of reduced‐fat foods in the daily diet affords consumers the potential to reduce overall dietary fat. Nevertheless, despite an increased range of these food products throughout the market, there has remained a lack of widespread consumer acceptance. The aim of the study was therefore to understand why consumers choose or reject reduced‐fat foods. Ninety consumers were interviewed by means of a qualitative approach within food retail outlets in the United Kingdom. Thematic content analysis indicated that uptake or rejection of these products is influenced by health concerns, ‘goodness of fit’ with individual dietary health strategies, the preferences of different household members, perceived sensory properties and scepticism towards these products. The results imply a need to explore and innovate ‘natural’ fat substitutes and to improve the sensory quality of reduced‐fat products. Further research is required to determine how these foods are used within the household and incorporated within the overall diet. Policy must seek to restore consumer trust in reduced‐fat food products and the food supply generally.     

Adolescent consumers: reaching them,border crossings and pedagogical challenges

Consumerism is part of living in the contemporary post‐modern world. It is claimed that schools and consumer education have a rather marginal impact on the consumer behaviour of young people. This qualitative study explores adolescents’ ways of consuming in three different worlds: home, school and peer groups. The aim is to understand how the adolescents experience border crossings between these worlds. What do they think about consumerism and consumer education? Finally, the pedagogical challenges of consumer education are discussed. The qualitative data was collected through mind maps, written questionnaires and semi‐structured group interviews. Qualitative content analysis was used to analyse the data. The data was collected from 59 teens (between 14 and 15 years of age) from Vantaa, Finland. According to the results, the adolescents’ way of consuming in each world differs from each other. However, border crossings occur with natural strategies and smooth transitions. The adolescents feel that ‘real’ consumerism does not begin until adulthood. Then, it is time to act like responsible consumers. Their motivation to study consumer issues at school is poor, because they feel the substance of consumer education not corresponding to their lives. Because of this, consumer education needs pedagogical renovation based on the needs of the adolescents and the special features of their consumerism.     

Environmental value chain management of laundry detergents in the use phase

Environmental value chain management is concerned with the environmental aspects of products and services along the whole value chain, from raw material and energy acquisition to waste management. The use phase in the value chain remains an understudied subject, despite considerable consumption‐related environmental impacts. The purpose of this paper is to analyse the use phase of laundry detergents in households. Our empirical data consist of interviews in the laundry rooms of 299 Finnish households. Consumers’ environmental awareness, use of dosage measuring devices and actual doses of laundry detergents are studied in the empirical part of the study. The results show that consumers do not perceive households as significant polluters, the measuring devices they use are diverse and the number of ‘heavy users’ is high in all detergent brands. It is concluded that in the consumption of laundry detergents, consumers do not perceive environmental issues as specific value criteria in relation to the use of laundry detergents. Manufacturers, marketers and other actors in the value chain of laundry detergents could contribute to alleviating the harmful environmental impacts of the use phase by more effective consumer education and better product design. For consumers, it might be beneficial to adopt eco‐efficiency thinking in their daily consumption.