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Purpose
This paper aims to investigate collective identity construction process and applicability of resistance dimensions to the Freegan phenomenon.
Design/methodology/approach
Data triangulation approach combines netnography of the Freegan online discourses, and content analysis of mainstream consumer views of Freeganism.
Findings
Participation in shared practices facilitates Freegan collective identity construction through convergence of radical consumer resistance and market‐mediated anti‐consumption.
Research limitations/implications
Multi‐dimensional conceptualization of resistance is applicable to analyzing consumer movements.
Originality/value
Through data triangulation, this research offers an analysis of internally negotiated and externally ascribed Freegan group identities.
Keywords:
Anti‐consumption,
Consumer resistance,
Freegan,
Netnography,
Consumers,
Consumer behaviour
© Emerald Group Publishing Limited
2011
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