Use it or lose it ? : exploring the grey area of dormant possessions and the role of rituals in value dynamics of household objects

Abstract

ABSTRACTThis research examines how consumers value, over time, their possessions in the domestic space. We focus on the large amount of clothing kept in the household, given the critical issues of sustainability that are raised by this practice. Using in-depth interviews and wardrobe ethnography, we unpack the role of rituals in consumers’ valuation of these possessions. The findings show that some possessions become dormant due to various failures in rituals. Dormant possessions are those pending revalorisation, which may be carried out by consumers themselves or through their use of services, specifically those related to circular economy. We identify and theorise reinvestment rituals, a new form of rituals that allow for revalorisation and extension of the life of a possession. This research highlights the value dynamics at play in the consumer – possession relationship and has implications for a strong sustainability approach on the part of consumers, managers, and policymakers.KEYWORDS: Consumer culturedisposition/de-shoppinggreen marketinghermeneutics/interpretationcircular economysustainable fashion Disclosure statementNo potential conflict of interest was reported by the author(s).Notes1. Report ‘The Pulse of the Fashion Industry 2017’: https://globalfashionagenda.org/product/pulse-of-the-fashion-industry-2017/.Additional informationNotes on contributorsChantal AssimaChantal Assima is a PhD student in marketing and consumer culture working on circular fashion and domestic practices at the University of Lille, IAE Lille University School of Management, France.Maud HerbertMaud Herbert is professor of marketing at the University of Lille, IAE School of Management. Her research interests focus on sustainability issues in consumer culture. She is co-chairing Tex & Care, an interdisciplinary research team working on the environmental and social challenges of circular fashion.Isabelle RobertIsabelle Robert is associate professor of management at the University of Lille, IAE Lille School of Management. Her research focuses on sustainablility and circular business models. She is co-chair of Tex&Care.