Marketplace cultures, one of the main theoretical frameworks within consumer culture theory (CCT), offers grounds for the study of consumer interactions with the marketplace. One kind of consumer interaction occurs inside consumption communities. Most of the consumption communities nowadays are online. Consumers go online to get information and advice from peers on their consumption options and processes. They participate in online forums and communities to connect with like-minded individuals, discuss topics of interest and share experiences. Taking the interpretive lens of CCT, we propose to analyse the ‘life’ of online consumption communities in the context of vegan consumption communities. We present the research agenda for this in-progress study and the suggestions for further research on consumption communities and, more specifically, vegan communities, as identified in our literature review.

中文翻译：

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消费社区的生活：素食社区研究

市场文化是消费者文化理论 (CCT) 的主要理论框架之一，为研究消费者与市场的互动提供了基础。一种消费者互动发生在消费社区内部。现在的消费社区大多是在线的。消费者上网从同行那里获得关于他们的消费选择和流程的信息和建议。他们参与在线论坛和社区，与志同道合的人联系，讨论感兴趣的话题并分享经验。以 CCT 的解释视角，我们建议在纯素消费社区的背景下分析在线消费社区的“生活”。我们介绍了这项正在进行的研究的研究议程以及对消费社区的进一步研究的建议，更具体地说，