Keep calm and carry on: European consumers and the development of persistent resilience in the face of austerity

Purpose
In the context of European consumers’ experiences of austerity, this study aims to advance current resilience theory in marketing through developing persistent resilience from a context of austerity influenced consumption.

Design/methodology/approach
Following an interpretivist approach, thirty-eight face to face, in-depth interviews were conducted with European consumers from Ireland, UK, Spain, Portugal, Italy and Greece who were affected in some way by the global financial crisis.

Findings
Building upon limited conceptual and empirical investigations in social geography, our analysis identifies the themes of persistent stressors and temporal orientation as constants, alongside day-to-day coping, relating and pragmatism, consumer adjustment, repertoires of resistance and transformation as key elements of persistent resilience within the consumption context of austerity.

Research limitations/implications
Our study addresses the limited theoretical and empirical focus on persistent resilience and austerity and directly contributes to consumer behaviour and marketing theory in understanding persistent resilience and its implications.

Practical Implications
Changes to behaviours as a result of persistent resilience included reducing and stopping consumption, discount shopping, alternative consumption in the form of growing or making and mindful consumption through wastage reduction and re-use.

Social Implications
Our study highlights the significant social impact of austerity while also identifying positive outcomes for social relations among family, friends and the wider community.

Originality/value
This study develops and extends Golubchikov’s (2011) conceptual theory of persistent resilience through analysis of European consumer responses to austerity, identifying key
consumption characteristics relevant for marketing theory and practice.