Re-enchantment of consumption through craft products: An analysis of the homemade cosmetics context

Informações

Código: MKT2480
Divisão: MKT - Marketing
Tema de Interesse: Tema 03 - Cultura e Consumo

Autores

Isabela Carvalho de Morais (Engenharia de Produção/Universidade Federal de Ouro Preto) isabelamorais@gmail.com
Ronan Torres Quintão (Administração/IFSP e Prog de Pós-Grad em Admin - PPGA/CEFET-MG - Centro Federal de Educação Tecnológica de Minas Gerais) rtquintao@gmail.com

Resumo

Existing literature shows consumers’ engagement in projects of enchantment. Craft is a specific type of enchantment with indicia of growth in the marketplace, and craft consumption is a possible agent of change or market maintenance. In this research, we ask how do consumers re-enchant consumption through craft and maintain an alternative market? Craft products have gained space in the market in the last 15 years, prompting its use as the context of this research. Using a multimethod approach for over three years, we collected data using netnography and in-depth interviews to understand the context of homemade natural cosmetics products. Through the lens of the institutional logics perspective, this study contributes to the literature of market dynamics and shows the active participation of consumers re-enchanting their consumption apart from the mainstream market. The consumers draw on many institutional logics by making and developing their products in craft production practices or choosing not to use any beauty products. Some consumers prefer to disregard technology and justify their consumption as safer, more reliable, and inclusive. These consumers lead the creation and maintenance of an enchanted market through (1) reflexivity, (2) authenticity, (3) mimesis, and (4) incantation.

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