Rights statement: This is the peer reviewed version of the following article: Viswanathan, M, Faruque Aly, H, Duncan, R, Mandhan, N. Unequal but essential: How subsistence consumer–entrepreneurs negotiate unprecedented shock with extraordinary resilience during COVID‐19. J Consum Aff. 2021; 55: 151– 178. https://doi.org/10.1111/joca.12351 which has been published in final form at https://onlinelibrary.wiley.com/doi/10.1111/joca.12351 This article may be used for non-commercial purposes in accordance With Wiley Terms and Conditions for self-archiving.
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Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
TY - JOUR
T1 - Unequal but essential
T2 - How subsistence consumer–entrepreneurs negotiate unprecedented shock with extraordinary resilience during COVID-19
AU - Viswanathan, M.
AU - Faruque Aly, H.
AU - Duncan, R.
AU - Mandhan, N.
N1 - This is the peer reviewed version of the following article: Viswanathan, M, Faruque Aly, H, Duncan, R, Mandhan, N. Unequal but essential: How subsistence consumer–entrepreneurs negotiate unprecedented shock with extraordinary resilience during COVID‐19. J Consum Aff. 2021; 55: 151– 178. https://doi.org/10.1111/joca.12351 which has been published in final form at https://onlinelibrary.wiley.com/doi/10.1111/joca.12351 This article may be used for non-commercial purposes in accordance With Wiley Terms and Conditions for self-archiving.
PY - 2021/3/18
Y1 - 2021/3/18
N2 - We use qualitative interviews to study subsistence consumers confronting the global, pervasive and extended challenges of COVID-19, encompassing literally all realms of daily life. For subsistence consumers whose circumstances are filled with day-to-day uncertainty and a small margin of error to begin with, the pandemic has led to manifold uncertainties and a disappearing margin of error, with potentially lethal consequences. Their constraints to thinking and lack of self-confidence arising from both low income and low literacy are magnified in the face of the complex, invisible pandemic and the fear and panic it has caused. Characteristic relational strengths are weakened with social distancing and fear of infection. Yet, subsistence consumers display humanity in catastrophe, and confront the uncontrollable by reiterating a higher power. Consumption is reduced to the very bare essentials and income generation involves staying the course versus finding any viable alternative. We derive implications for consumer affairs. Copyright 2021 by The American Council on Consumer Interests
AB - We use qualitative interviews to study subsistence consumers confronting the global, pervasive and extended challenges of COVID-19, encompassing literally all realms of daily life. For subsistence consumers whose circumstances are filled with day-to-day uncertainty and a small margin of error to begin with, the pandemic has led to manifold uncertainties and a disappearing margin of error, with potentially lethal consequences. Their constraints to thinking and lack of self-confidence arising from both low income and low literacy are magnified in the face of the complex, invisible pandemic and the fear and panic it has caused. Characteristic relational strengths are weakened with social distancing and fear of infection. Yet, subsistence consumers display humanity in catastrophe, and confront the uncontrollable by reiterating a higher power. Consumption is reduced to the very bare essentials and income generation involves staying the course versus finding any viable alternative. We derive implications for consumer affairs. Copyright 2021 by The American Council on Consumer Interests
KW - COVID-19
KW - poverty
KW - subsistence marketplaces
U2 - 10.1111/joca.12351
DO - 10.1111/joca.12351
M3 - Journal article
VL - 55
SP - 151
EP - 178
JO - Journal of Consumer Affairs
JF - Journal of Consumer Affairs
SN - 0022-0078
IS - 1
ER -