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International audience; How are some illegal practices of consumption maintained? Prior studies have depicted how illegal practices could be regulated by institutional actors and / or integrated by the market. However, their maintenance is understudied in consumer research. Drawing on a theoretical framework based on institutional theory, our main purpose in this paper is to understand how consumers maintain an illegal practice. By examining the case of illegal downloading in France from 2008 to 2013, and using a qualitative method, based on in-depth interviews and secondary data, we show how artefacts are enabling an illegal practice to exist and participate to its legitimization. Results expose how consumers seize artefacts to circumvent a law. Our main contribution is to bring an understanding on how artefacts are maintaining institutional struggles and participate to the legitimization of an illegal practice.

International audience; How and why are some illegal practices sustained? In 2008, in France, smoking in shared spaces (cafes, restaurants, stations) was made illegal. This new regulation has been quickly integrated and is today widely respected. In contrast, although downloading has been considered as an illegal practice since 2009, 49% of the French population is consuming through this way . The French legal apparatus appears to be inefficient to reduce these behaviors, even in providing a discourse on consumer’s morality or in punishing the downloaders.

La gratuité est une notion essentielle et inhérente à notre société, son étude a cependant été relativement éludée en marketing. Cet article, de nature conceptuelle cherche dans un premier temps à circonscrire l’idée de gratuité, en en dressant une typologie, et en la reliant aux concepts de don, de partage et de valeur. Puis nous montrerons en quoi la culture à l’origine du Réseau des réseaux et son architecture permettent aux individus d’exercer ce que l’on nomme le « consumer power » et comment, sur internet, l’accession gratuite à des biens culturels est désormais ancrée dans les pratiques de consommation des individus malgré la mise en place de dispositifs dissuasifs et répressifs. D’où cette question, la gratuité sur internet signe t’elle l’émergence d’une nouvelle culture de consommation ancrée dans les pratiques ?

International audience; How are some illegal practices sustained? Although prior research has been focusing on the domestication or integration of illegal practices by the market, little attention has been paid to their sustainability. We propose to study, through the case of illegal downloading in France since 2009, 1° How consumers get organized after the enactment of a new regulation 2° How these practices could form a parallel system of supply and demand chain. The main results show that consumers pay for illegal content and to be " protected ". Moreover, downloaders are certain that even their favorite platform shut down they will be able to find alternatives. This research's intended contribution to the literature on illegal practices as well as market system dynamics will be discussed.