The (post-human) consumer, the (post-avian) chicken and the (post-object) Eglu: Towards a material-semiotics of anti-consumption

Shona Bettany, Ben Kerrane

Research output: Contribution to journalArticlepeer-review

52 Citations (Scopus)


Purpose – The purpose of this paper is to illustrate the potential of material-semiotic ontology to the field of anti-consumption research.
Design/methodology/approach – The paper’s approach is multi-site ethnography, following a consumer object, the Omlet Eglu, to trace a field of study within the practices and processes of urban
Findings – It was found that the Omlet Eglu was produced as an ambivalent actor within the practices of urban stock-keeping, allowing an analysis of multiple aspects of consumption/anti-consumption and
consumer resistance/domination that challenges those dualisms as organizing constructs.
Practical implications – The paper fdds to knowledge about the complex constructions of the meaning of egg consumption by consumers. This has the potential to inform retailers and farm producers, as well as organizations that provide goods and services to home food producers.
Originality/value – The paper provides a novel ontological approach to anti-consumption that addresses current concerns in this field over its underpinning categorizations and over-reliance upon
neo-liberal models of consumer agency.
Original languageEnglish
Pages (from-to)1746-1756
Number of pages11
JournalEuropean Journal of Marketing
Issue number11/12
Publication statusPublished - 15 Nov 2011
Externally publishedYes


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