Understanding consumer practices in response to high cost of living

The objective of this article is twofold: (1) to develop a better understanding of “high cost of living” by a clear definition of the concept and (2) to report on the different adaptive strategies developed by individuals in reaction. Relying on a triangulation of three data collections from Reunionese consumers (12 exploratory interviews, a netnography, and 14 interviews with photo-elicitation), this study shows that the perception of high cost of living is at the origin of a feeling of loss of power (i.e. disempowerment). To regain control over their consumption, consumers develop adaptive strategies to live with and/or fight against high cost of living. This regaining of power or re-empowerment occurs both at the individual and collective levels (community, collaborative, or societal).