Consumption of disposed goods for moral identities: a nexus of organization, place, things and consumers

Abstract

Abstract A complex intersection of a charity organization, a retail space, vintage fashion and the customers were investigated to better understand the effect of the re‐commodification of goods. The convivial retail space attracted customers through the promise of something special and different. Immersed in the space, customers' moral values aligned with a type of consumption that began with disposal. However, these consumers did not belong to a politically motivated collectivity but instead addressed personal moral identity projects. The organization achieved a moral layer to its identity through its interaction with the disposed of garments, but this moral intention was different from the customers. The charity retailer transformed discarded, donated goods through processes of selection and re‐presentation. It was a highly professionalized commercial outlet whose intention was to raise funds and to model ethical business practices. The retail setting was pivotal and extensive observation, visual and interview data were taken at the site. The analysis revealed that the customers espoused a view of anti‐consumption, which encompassed anti‐corporatism. At the centre of this nexus of practices were the garments which were disposed of through donation, re‐commodified by the charity organization for their specialized, immersive retail outlet and then purchased by consumers to address their individualized moral identity projects. It is concluded that all facets contributed to this nexus of disposal practices, although the garments had a significant linking and facilitating role to play, and that further investigation is required. Copyright © 2009 John Wiley & Sons, Ltd.

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