Competing orders of worth in extraordinary consumption community

Abstract

This article argues that tension and conflicts during consumption can be analysed through the lens of convention theory, which is preoccupied with the justification of action under the condition of fragmented institutional environments. Central to the perspective is the co-presence of consumption regimes with incompatible orders of worth which result in disagreements about the legitimacy of modes of justification in consumption communities. Whereas prior research tends to focus on protagonist–antagonist tensions or disputes over how to consume, our results from studying an extraordinary consumption community contribute to an understanding of how heterogeneity emerges when consumers dispute over multiple criteria for justification. We discuss how the order of worth perspective contributes with mundane controversies to a research field that tends to focus on “grand” conflicts and, as such, extend what it might mean to understand consumption communities and their tensions and conflicts.