Home Confined Consumers’ Freedom through Surrogate Activities: the Role of Personal Communities

This article explores the nature of surrogate consumption activity with three cases of non-institutionalised home confined consumers. The role played by personal communities in their daily lives is explored from the constrained rural contexts in which they consume. Despite the barriers to achieving normalcy in the marketplace, home confined consumers are able to realise freedom and agency, and express identity through engagement in surrogate consumption activity. Surrogate consumption activity also provides home confined consumers with opportunities to reinforce and challenge traditional family practices (discourses of care) through the ability for relationship culture development and social capital creation. Findings in this study show that home confined consumers, labeled as 'limited-choice' (Gabel, 2005) have the ability to display power, make choices, and find their voice despite non-interaction in the marketplace.