.... Originality/value The study adds to the extant research by interweaving the consumer resistance literature and local food systems discussions with the neo-material approach. The findings present a more nuanced understanding of the ways in which consumer resistance is actualised in a non-recreational, mundane...

.... Organic consumers Hermeneutics Consumer resistance Environmental activism Green identity Sustainability and its implications on consumption have been a common theme in marketing scholarship (de Burgh-Woodman and King, 2013). Some authors have argued that current consumption patterns...