The Life of Consumption Communities: A Study on Vegan Communities

Marketplace cultures, one of the main theoretical frameworks within consumer culture theory (CCT), offers grounds for study interactions with marketplace. One kind interaction occurs inside consumption communities. Most communities nowadays are online. Consumers go online to get information and advice from peers on their options processes. They participate in forums connect like-minded individuals, discuss topics interest share experiences. Taking interpretive lens CCT, we propose analyse ‘life’ context vegan We present research agenda this in-progress suggestions further and, more specifically, communities, as identified our literature review.