Restraint on Black Friday: An Investigation into Consumer Motivations for Participating in “Buy Nothing Day”: An Abstract

Matthew Wilson, Jeannette Paschen, Christine Pitt, Åsa Wallström

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Scopus citations

Abstract

A large body of literature exists on understanding various consumer resistance movements. However, the question of why everyday consumers engage in consumption restraint has received little attention in the scholarly discourse to date. In this study, we investigate the motivations of people who participate in “Buy Nothing Day,” the annual day of consumption restraint that corresponds with Black Friday. To do this, we examine 1813 consumer tweets referring to this event. Consumer motivations were categorized as relating to consumerism, spiritual welfare, wastefulness, environment, inequality, anti-capitalism, financial responsibility, and financial necessity. Of these, consumerism and spiritual welfare were the most common motivators. In addition, most consumers conveyed positive sentiments toward this event. Our findings shed light on motivations that average consumers may have to restrain their consumption and provide insight for firms wishing to better understand and respond to this type of individual. References Available Upon Request

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages859
Number of pages1
DOIs
StatePublished - 2019
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

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