Publications

This article examines a counter-hegemonic movement in a developing economy and its participants’ meanings, beliefs, and practices related to consumer resistance and sustainable consumption. The authors first discuss how participants share meanings connected to urban mobility, the intrinsic connection of objects such as bicycles to their identities, and the symbolic nature of these objects. The authors then discuss the participants’ beliefs regarding ideologies of consumption and consumerism as well as their political and social demands and criticism. Finally, their consumption habits are examined and explained at the individual and collective levels. Sustainability is the main influence on their cycling activities and is symbolized in the bicycle as an object. The hedonic side of sustainable consumption is expressed in their shared practices, and their actions are already affecting the city’s policy-making and sustainability initiatives.

Fandom studies have strong impact on the consumer behaviour research stream, mostly for their widening role in understanding different society branches. However, there are not many fandom studies throughout scientific production with the target on relegated groups, such as women fanatic for sports. Thus, this article aims to explore and broaden the already existing knowledge about female soccer fans in Brazil. It was possible to explore their perceptions, stories and experiences through in-depth interviews made with fans of two famous Brazilian rival soccer teams (Sport Club Internacional and Grêmio Foot-ball Porto Alegrense). As a result, some of the highlighted themes on this research were: the club/team identification, the religious nature of soccer cheering through intricate rituals, the sports and related objects consumption, and finally, the soccer’s strong mediating role in relationships.

This article aims to understand how the incidence of intersectionality operates within market-based places that present themselves as diverse or open to diversity. The study adopted the intersectional approach to locate minorities (the gay male public) within a network of relationships within this context (gay market-based places). The study involved a two-year-long (2015 and 2016) fieldwork conducted in two cities: Porto Alegre and Montreal, comprising 26 interviews. The findings show how the exclusion of marginalized categories occurs even within places that ostensibly cater to a public formed by such categories. Finally, the article discusses the managerial implication of how the expectation of open to diversity is counterintuitive, since the more broadened the offer in a market-based place, the bigger the perception of intersectional exclusion.