Originality/value of paper
This paper explores the individual’s constructions of identity as situated within historically and locally particular cultural practices. This approach allows a better understanding of how consumers negotiate the world around them, keeping in mind the socio-cultural forces that serve to constrain and enable their activity, both in their daily lives and in the marketplace.
Duffy, D. (2014), "Situating Men within Local Terrain: A Sociological Perspective on Consumption Practices", Consumer Culture Theory (Research in Consumer Behavior, Vol. 16), Emerald Group Publishing Limited, Bingley, pp. 81-97. https://doi.org/10.1108/S0885-211120140000016004
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