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MAJOR ASSIGNMENT PART A

Article 1: “Anti-consumption discourses and consumer-resistant identities”

Anti-consumption practices need to be adopted by the business organizations to increase the identities of the consumers with consumer resistant identities.

This article aims to resist the influential factors of the consumer culture from the perspective of the market place along with the market functions. With this aim, the article has adopted the qualitative approach for establishing a strong literary support to show the importance of the adaptation of the anti-consumption activities. The analysis portion of this study has been constructed justifiably with the themes, based on the political and cultural discourses which are the major identity for developing the consumer resistance strategies.

Most importantly, at the concluding point, this study has identified an unrevealed factor for the anti-consumerism discourse and that is for rethinking about the strategy making for consumer resistance. Based on the thematic analysis, the study has intended to show both the customer perspectives and the managerial perspectives on the anti-consumerist discourses. The discussions on the hero identity and project identities have made it possible for the readers to understand about the goals of  the anti-consumerist perspective for both the outer and the inner changes in the field of customer resistance.

The limitation that the study has created is by undertaking only the thematic analysis. The thematic analysis has developed the study only on the assumptions of the existing literary studies. It would have been more realistic if some empirical research data were present. From the research topic and the discourses, it has become comprehensible that the primary data are to be collected to understand the consumer perspectives.

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