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This paper aims to explore the diverse and complementary resistance and waste‐reduction practices adopted by UK‐based New Consumption Communities, and whether such behaviours empower them to achieve their environmental and social goals.

The methodology can be broadly classified as critical ethnography, which acknowledges the researcher's own subjectivity, how the informants are treated and represented, and the study's wider context. A participant‐observer role is employed and six distinct New Consumption Communities are explored.

It is suggested that through their resistance and empowerment, as well as a reconnection to production, the communities are able to implement alternatives to the wasteful practices of mainstream consumption behaviour, and achieve (partial) autonomy from the hegemonic forces of the market.

This paper's original perspective on waste is not limited to a small group of consumers, and thus should interest marketers and policy makers engaged in the advancement of sustainability and green marketing.

The symbolic and social roles of waste are explored through a small sample of UK and Brazilian consumers from urban and rural communities. These findings are relevant in highlighting the importance of considering socio‐cultural differences in waste policies.

Following an ontologically realist and epistemologically interpretive perspective on waste a series of semi‐structured interviews was conducted in English and Portuguese.

While Brazilian interviewees view waste as opportunity, their discourses reproduce the inequalities among and between their communities. UK participants view waste as burdensome, but demonstrate more awareness of their rights as citizens within their communities.

The study is exploratory and future work should address a broader range of respondents within communities across different cultures, demographic and socio‐economic circumstances.

Ideas generated from the study have both specific and general relevance beyond the Brazilian and UK communities. Marketing has the capacity to help advance the establishment of more effective environmentally friendly forms of consumption and disposal.

The paper presents a fresh perspective on developing and developed country community waste reduction behaviours through the examination of waste meanings for individual consumers.

Sustainable consumption is increasingly on the policy menu, and local organic food has been widely advocated as a practical tool to make changes to conventional production and consumption systems. The purpose of this paper is to evaluate the effectiveness of community‐based initiatives at achieving sustainable consumption objectives.

A new multi‐criteria evaluation tool is developed, from New Economics theory, to assess the effectiveness of initiatives at achieving sustainable consumption. The key indicators are: localisation, reducing ecological footprints, community building, collective action and creating new socio‐economic institutions. This evaluation framework is applied to an organic producer cooperative in Norfolk, UK, using a mixed‐method approach comprising site visits, semi‐structured interviews and a customer survey.

The initiative was effective at achieving sustainable consumption in each of the dimensions of the appraisal tool, but nevertheless faced a number of barriers to achieving its potential.

Future research could examine the sustainability preferences of non‐consumers of local or organic food, to compare responses and assess the scope for scaling up initiatives like this.

Ways forward for community‐based sustainable consumption are discussed, together with policy recommendations. Community‐based initiatives such as the local organic food network examined here should be supported to offer a diversity of local action.

This paper presents the first empirical evaluation of a local organic food network as a tool for sustainable consumption. It makes a timely and original contribution on environmental governance and the role of new institutions which enable consumers to change their consumption patterns. It is of interest to academics, practitioners and policymakers concerned with sustainable development.

To broaden the scope of our knowledge of collective voluntarily simplified lifestyles in the UK, by exploring whether voluntary simplifiers achieve their goals by adopting a simpler life.

Radical forms of voluntary simplifier groups were explored through participant‐observation research. The methodology can be broadly classified as critical ethnography, and a multi‐locale approach has been used in designing the field.

Although for some of these consumers voluntary simplicity seems to have reinstated the enjoyment of life, certain goals remain unfulfilled and other unexpected issues arise, such as the challenges of mobility in the attainment of environmental goals.

This is an ongoing research, however many opportunities for further research have arisen from this study. Quantitative research could be undertaken on the values and attitudes buttressing voluntary simplicity specifically in the UK. The extent to which such communities influence mainstream consumers could be studied both quantitatively and qualitatively. Mainstream consumers' attitudes to the practices of such communities could prove useful for uncovering real consumer needs.

Despite these communities position in the extreme end of the voluntary simplicity spectrum, their role in shaping the practices and attitudes of other consumers is clear.

This paper provides new consumer insights that can re‐shape policy‐making and marketing practice aimed at achieving a sustainable future.

The purpose of this paper is to critically reflect upon the place of rugby union in contemporary Wales where the game is used as an important tool to promote images of the nation. Using Benedict Anderson's conceptualisation of the nation as an “imagined community” the paper aims to locate and analyse the game within and around discourses of Cool Cymru, a term coined in the late twentieth century to promote images of a new vibrant Wales as popularised through its leading music bands.

A critical sociological approach analyses and problematises notions of Welshness as it relates to the national sport of rugby.

The nation is often (re)presented and conceptualised as a monolithic whole where rugby's assumed centrality is rarely questioned. This essay focuses upon the areas of language, geography and gender to demonstrate the situated limits of these (re)presentations. Rugby union and Cool Cymru are also located alongside devolution and are examined further with specific reference to the postmodern sporting celebrity.

This work highlights an increasing primacy afforded to the capital city of Cardiff within a re‐imagining of the nation and the national game.

The purpose of this paper is to explore the virtual consumption communities which cohere around the object of the car. Focusing upon the cultural practice of debadging, the paper intends to reveal forms of connectivity and resistance within communities of car customization.

A netnography in the form of non‐participant observation is used to explore the talk of car aficionados around issues of customization and affiliation.

The paper discusses the importance of internet discussion boards as forums for the exchange of information and advice, but also as a site to express their passion for cars and their affiliation with like‐minded others. The research reveals that the question of aesthetics is a significant one for car aficionados. This enables us to theorize such consumers as akin to designers for whom the discussion boards exist as key reference points.

This is an exploratory study and its primary limitation is one of scope and method. Netnography provides access to web‐based communication. In this sense, a novel channel of access to new forms of expression and ways of doing social relations is employed. Clearly, the insights generated from this study are mediated by the character of the empirical site and the limits of non‐participatory netnography.

The originality of the paper resides in its attempt to theorize the significance of the cultural practice of debadging as a key constituent in community‐formation.

The purpose of this paper is to explore the consumption of a personal community and its role in the everyday life of the home‐confined consumer.

Using a Radical Constructivist approach, three cases of home confinement were explored in depth over a period of two years. Ongoing “conversations” captured the consumption experiences with personal communities.

In relation to the home‐confined context, the ability to attain individuality, empowerment and creativity are all heightened as a result of personal community construction. An underlying concern for home‐confined consumers is their removal from independent living to institutionalized living, and, as a result the need to construct, manage and maintain a personal community is of major concern.

Although the study addresses a home‐confined context, it is nevertheless reflective of concerns that are significant to all consumers, namely the attainment of individuality and independence irrespective of marginalization or not.

The importance of a personal community in terms of both self‐empowerment and self‐identity with respect to marginalized groups and vulnerable individuals should not be underestimated. The supporting role of a personal community provides, in times of uncertainty, a framework to maintain self‐identity and independence.

This paper provides a better understanding of the role of a personal community in the consumption experiences of those consumers marginalized and vulnerable as a consequence of context. Home‐confined consumers are “invisible” in the marketplace and the personal community is a means of redressing this imbalance by empowering such individuals.

Increasingly, reports of consumers are witnessed expressing their concerns regarding corporate practices through behaviours of boycotting, buycotting and voice. The theory of consumer votes suggests that such consumers may view their purchases as “votes” in the marketplace. The purpose of this paper is to explore consumer voting within competing theories of community.

The study adopts an exploratory approach through semi‐structured in‐depth interviews with a purposive sample of ten ethical consumers.

Findings reveal that consumers adopted a voting metaphor in their approaches to ethical consumption. While choices were mainly individual in nature they were characterised as part of a wider, largely imagined community of like‐minded consumers.

This research is limited to a single country and location and focused on a specific consumer group. Expansion of the research to a wider group would be valuable.

Findings reveal consumers active in registering their discontent towards companies considered to be unethical, while rewarding those considered ethical. This has important implications for marketers interested in appealing to this group. Findings also reveal consumers taking responsibility through marketplace actions for ethical/political issues. This view of consumer votes as being more effective than political votes is pertinent, given reports of a decline in engagement with traditional political participation.

Limited empirical attention has been given to consumption as voting explored within the context of community. However, with reports of a rise in consumer ethical concerns and reports of a search for community in society this suggests that further exploration of this area is worthwhile.