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

Abstract

This 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.

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