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Volunteer stereotypes, stigma, and relational identity projects.
- Source :
- European Journal of Marketing; 2014, Vol. 48 Issue 5/6, p854-877, 24p
- Publication Year :
- 2014
-
Abstract
- Purpose -- The purpose of this paper is to seek to enhance the understanding of non-profit marketing and consumer identities by exploring volunteering as a form of symbolic consumption. Specifically, it seeks to examine how young people -- both volunteers and non-volunteers -- understand and relate to volunteer stereotypes, and how they manage stigma in negotiating their social identities in relation to volunteering. Design/methodology/approach -- Grounded in consumer culture theory, the study uses mixed qualitative methods, incorporating focus groups, paired and individual interviews and a projective drawing task. Findings -- Five volunteering-related stereotypes were identified: the older charity shop worker, the sweet singleton, the environmental protestor, the ordinary volunteer and the non-volunteer. Participants related to positive and negative attributes of these stereotypes in different ways. This led volunteers and non-volunteers to engage in a range of impression management strategies, some of which bolstered their own identities by stigmatising other groups. Research limitations/implications -- The sample was drawn from 39 individuals aged 16-24 years and living in Scotland. Practical implications -- Because stereotypes are acknowledged as a major barrier to volunteering, particularly among young people, a greater understanding of how these stereotypes are understood and negotiated can assist non-profit marketers in recruiting and retaining volunteers. Originality/value -- This paper draws on theories of consumer culture and stigma to explore volunteering as a form of symbolic consumption, examines volunteering stereotypes among both volunteers and non-volunteers and uses multiple qualitative methods to facilitate articulation of young people's experiences in this area. [ABSTRACT FROM AUTHOR]
- Subjects :
- CONSUMPTION (Economics)
CONSUMERS
STEREOTYPES
ECONOMIC impact
GROUP identity
Subjects
Details
- Language :
- English
- ISSN :
- 03090566
- Volume :
- 48
- Issue :
- 5/6
- Database :
- Complementary Index
- Journal :
- European Journal of Marketing
- Publication Type :
- Academic Journal
- Accession number :
- 99639549
- Full Text :
- https://doi.org/10.1108/EJM-11-2011-0637