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Understanding recreational shopping: A new approach

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In this article recreational shopping is of concern, the course of action whereby individuals experience enjoyment from shopping. The article reviews previous research in the area and suggests directions for further research. It is suggested that research in the area would benefit from drawing more upon research that focuses on the sociocultural, experiential, and symbolic aspects of consumption, such as, for instance, consumer culture theory (CCT). Thus, it is argued that recreational shopping needs to be acknowledged as a multifaceted activity that may be performed in various ways and embody different types of consumer meanings. It is also argued that there is a need to focus more on the influence of retail environments on individuals engaged in recreational shopping.

Keywords: Recreational shopping; consumer behavior; consumer culture theory; consumption; retail store environments

Document Type: Research Article


Affiliations: The Department of Service Management, University of Lund, Helsingborg, Sweden

Publication date: May 1, 2006

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