The Freegan phenomenon: anti‐consumption or consumer resistance?

Iryna Pentina (Department of Marketing and International Business, University of Toledo, Toledo, Ohio, USA)
Clinton Amos (Hull College of Business, Augusta State University, Augusta, Georgia, USA)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 15 November 2011



This paper aims to investigate collective identity construction process and applicability of resistance dimensions to the Freegan phenomenon.


Data triangulation approach combines netnography of the Freegan online discourses, and content analysis of mainstream consumer views of Freeganism.


Participation in shared practices facilitates Freegan collective identity construction through convergence of radical consumer resistance and market‐mediated anti‐consumption.

Research limitations/implications

Multi‐dimensional conceptualization of resistance is applicable to analyzing consumer movements.


Through data triangulation, this research offers an analysis of internally negotiated and externally ascribed Freegan group identities.



Pentina, I. and Amos, C. (2011), "The Freegan phenomenon: anti‐consumption or consumer resistance?", European Journal of Marketing, Vol. 45 No. 11/12, pp. 1768-1778.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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