“It's a tough job, but somebody's got to do it”: Committed consumers' voluntary emotion work in alternative market systems
研究替代市场中忠诚消费者自愿劳动所涉及的情感工作类型及其对自身情感的影响，基于挪威本地食品市场的民族志和网络志数据。
Abstract Despite increasing attention to alternative market systems, where consumers perform considerable voluntary labor, consumer researchers have a limited understanding of the nature or implications of the emotion work entailed in making such contributions. This paper addresses this gap, focusing on “committed consumers” defined as those who provide extensive volunteer labor to support alternative markets and their principles. It does so based on hermeneutic analysis of ethnographic and netnographic data collected from participants in local food markets (REKO markets) in Norway. The paper identifies four distinct types of institutional emotion work that contribute to perpetuating alternative markets and conceptualizes how committed consumers' own emotions are affected when making such contributions. This paper extends our understanding of consumers' roles in alternative market systems and of the socially constituted and constitutive emotions entailed in consumer volunteerism.