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In the years following the publication of A Theory of Consumption (1923), Hazel Kyrk’s book became the flagship of the field that would later be known as the economics of consumption. It stimulated theoretical and empirical work on consumption. Some of the existing literature on Kyrk (e.g., Kiss & Beller, 2000; Le Tollec, 2020; Tadajewski, 2013) depicted her theory as the starting point of the economics of consumption. Nevertheless, how and why it emerged the way it did remain largely unexplored. This chapter examines Kyrk’s intellectual background, which, we argue, can be traced back to two main movements in the United States: the home economics and the institutionalist. Both movements conveyed specific endeavors as responses to the US material and social transformations that occurred at the turn of the 20th century, notably the perceived changing role of consumption and that of women in US society. On the one hand, Kyrk pursued first-generation home economists’ efforts to make sense of and put into action the shifting of women’s role from domestic producer to consumer. On the other hand, she reinterpreted Veblen’s (1899) account of consumption in order to reveal its operational value for a normative agenda focused on “wise” and “rational” consumption. This chapter studies how Kyrk carried on first-generation home economists’ progressive agenda and how she adapted Veblen’s fin-de-siècle critical account of consumption to the context of the household goods developed in 1900–1920. Our account of Kyrk’s intellectual roots offers a novel narrative to better understand the role of gender and epistemological questions in her theory.

One of the factors that determines the success of marketing a product is a distribution strategy. Several factors affect distribution such as the number of products, the nature of the products, the size of the area, transportation facilities, communication facilities, company factors, cost factors, and market conditions. The authors realized the absence of research on distribution management on a product such as the 3-kg liquefied petroleum gas (LPG) aimed at reaching the poor in Indonesia. The use of LPG as fuel is considered relatively cleaner because pollution is less when compared to kerosene fuel. This research was conducted in Salatiga, a small town in the province of Central Java, Indonesia. This research applied descriptive statistics in the form of the distribution frequency and crosstabs, as well as multiple regression. This research revealed that the 3-kg LPG distribution is very intensive, spread in almost all places including shops or stalls in both urban and rural areas. The choice of using 3-kg LPG tubes is not only because the price is low and is subsidized by the government but also because of the custom that has been instilled by the government when encouraging people to convert kerosene to LPG.

The success enjoyed by some of the alternative agrifood movements has led to a dual process: on the one hand, their mainstreaming and cooptation; while on the other hand, their institutionalization into public regulation and law. This dual process is the result of the influence these movements have had on consumers and politicians and serves to demonstrate the constant exchange between the spheres of public and private regulation, a feature that characterizes the neoliberal model of governance. In turn, this has led to the appearance of new alternative initiatives which may converge with or diverge from founding initiatives when these are the result of divisions within a movement. The question that arises here is obvious: despite these evident achievements, by working within the market and using the tools of neoliberal regulation, have these movements managed to generate the social change they intended from the outset? This chapter will attempt to answer the question by offering a reflection on two of the most widely discussed aspects of this strategy: first, the private and/or public space where these movements develop and the citizen-consumer duality of the actors to whom they appeal; and second, their ability to generate standards, norms, and certification systems, that is, their ability to establish the rules of the game.

This chapter opens the second part of the Volume, focusing on the small farms' role and dynamics within the evolving food system. Assessing small farmers' actual and potential contribution to the change towards a sustainable food and nutrition security requires a deep understanding of their strategic decision-making processes. These processes take place in a context highly conditioned by internal and external conditions, including the complex relations between farm and household, which are mapped and described. Building on an adaptation of Porter's model (Porter, 1990), the chapter investigates how farmers, given those conditions, define their strategies (in particular their innovation strategies) aimed at economic and financial sustainability through a multidisciplinary analysis of scientific literature. Internal conditions are identified in the light of the Agricultural Household Model (Singh & Subramanian, 1986) which emphasizes how family farming strategies aim at combining business-related objectives, and family welfare. Then, a comprehensive set of external conditions is identified and then grouped within eight categories: ‘Factors’, ‘Demand’, ‘Finance and Risk’, ‘Regulation and Policy’, ‘Technological’, ‘Ecological’, ‘Socio-institutional’ and ‘Socio-demographic’. Similarly, six types of strategies are identified: ‘Agro-industrial competitiveness’, ‘Blurring farm borders’, ‘Rural development’, ‘Risk management’, ‘Political support’ and ‘Coping with farming decline’.

The purpose of this paper is to interrogate the concept of meaning and the meaning making process in consumer behavior. While the study of the consumption focuses increasingly on how consumers create meaning in a marketing dominated world, it views this process as relatively unproblematic. This paper challenges that perspective and argues that this process is inherently ambiguous.

This paper is primarily conceptual in nature. It utilizes a post-structural perspective to theoretically examine the concept of meaning and the meaning making process. It then applies this analysis to the consumption and production of popular culture. Three exemplars from the domain of digital fandom are provided to explore the conceptual arguments in the paper.

The paper argues that if the meanings of all texts are fundamentally unstable and that meaning itself is endlessly deferred in the meaning making process, then as the consumer becomes the author of the text, the instability and ambiguity of meaning and the meaning making process transfers equally to the consumption process. Rather than view this as a negative aspect of consumer culture, this paper argues that some consumers relish this ambiguity and the freedom that it gives them to manipulate these products, their textual meanings, and the readers’ identities.

The primary limitation of this paper is that it is conceptual in nature. Future research should empirically examine different cases of meaningless consumption to provide more evidence of this interesting and potentially pervasive aspect of consumer behavior.

There is virtually no research that examines meaningless consumption. The value of the paper is that it challenges a core concept in cultural theories of consumer behavior and extends our understanding of consumption.

Internet + and Electronic Business in China is a comprehensive resource that provides insight and analysis into E-commerce in China and how it has revolutionized and continues to revolutionize business and society. Split into four distinct sections, the book first lays out the theoretical foundations and fundamental concepts of E-Business before moving on to look at internet+ innovation models and their applications in different industries such as agriculture, finance and commerce. The book then provides a comprehensive analysis of E-business platforms and their applications in China before finishing with four comprehensive case studies of major E-business projects, providing readers with successful examples of implementing E-Business entrepreneurship projects.

Internet + and Electronic Business in China is a comprehensive resource that provides insights and analysis into how E-commerce has revolutionized and continues to revolutionize business and society in China.

The purpose of this chapter is to benchmark Tunisia against other emerging economies in terms of the regulatory barriers affecting particular services sectors and to assess the economy-wide effects of further liberalizing these services trade restrictions, compared with reducing the dispersion in barriers to its merchandise trade. On the basis of a rather restricted sample of services sectors, partial regulatory reform would yield gains roughly equivalent to full unilateral reform of manufacturing tariffs, but roughly one-tenth the gains from full bilateral reform of border protection in agriculture with the European Union. The adjustment costs associated with these services trade reforms would be minimal. The chapter identifies the reasons why the gains from these services reforms are relatively small and argues that a wider set of reforms could provide win-win outcomes and even fewer adjustment costs. By contrast, the gains in agriculture and manufacturing tend to come at the expense of domestic output in the reforming sectors – the gains are greater, but so too are the adjustment costs.