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The (post‐human) consumer, the (post‐avian) chicken and the (post‐object) Eglu: Towards a material‐semiotics of anti‐consumption

Shona Bettany (University of Bradford, Bradford, UK)
Ben Kerrane (University of Bradford, Bradford, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 15 November 2011




The purpose of this paper is to illustrate the potential of material‐semiotic ontology to the field of anti‐consumption research.


The paper's approach is multi‐site ethnography, following a consumer object, the Omlet Eglu, to trace a field of study within the practices and processes of urban stock‐keeping.


It was found that the Omlet Eglu was produced as an ambivalent actor within the practices of urban stock‐keeping, allowing an analysis of multiple aspects of consumption/anti‐consumption and consumer resistance/domination that challenges those dualisms as organizing constructs.

Practical implications

The paper fdds to knowledge about the complex constructions of the meaning of egg consumption by consumers. This has the potential to inform retailers and farm producers, as well as organizations that provide goods and services to home food producers.


The paper provides a novel ontological approach to anti‐consumption that addresses current concerns in this field over its underpinning categorizations and over‐reliance upon neo‐liberal models of consumer agency.



Bettany, S. and Kerrane, B. (2011), "The (post‐human) consumer, the (post‐avian) chicken and the (post‐object) Eglu: Towards a material‐semiotics of anti‐consumption", European Journal of Marketing, Vol. 45 No. 11/12, pp. 1746-1756.



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Copyright © 2011, Emerald Group Publishing Limited

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