Contradictions in consumer resistance movements from consumer and market's point of view

Abstract

This literature review focuses on consumer resistance movements and brings forward what kind of contradictions there are in these resistance movements and the irrationalities in their behavior. The contradictions are assessed especially through relationships of power movements with mainstream consumers and with the market. Through reviewing the academic literature, is seems that resistance movements have very complicated relationships with these two parties, and this complexity brings forward the inconsistencies in consumer resistance movements behavior.

The contradictions are as follow: Firstly, consumer resistance movements often end up applying the same power structure to (mainstream) consumers they are trying to fight against. Secondly, consumer resistance movements are not able to escape the structure of domination but, contrarily, resistance movements are perceived to support and even become a part of the system they try to distinguish themselves from.