Introducing structuration theory in communal consumption behavior research

Purpose – In community research, there is a large gap between theoretical developments and empirical proves. Especially, in micro‐macro contexts, where the interaction between micro‐ (the community member) and macro‐(the community) level variables have significant effects, no comprehensive theoretical approach that explicitly frames micro‐macro phenomena has been considered in empirical methodology. This study attempts to present a multilevel theoretical framework which explains the complex interrelationship of various elements that shape consumption experience and market institutions. Design/methodology/approach – Based on practical questions related to community research, where individuals act in communal contexts, shape the community and are influenced by the community, the importance of studying micro‐macro phenomena are discussed. These preliminaries form assumptions that are integrated into theoretical and methodological developments. It is shown how structuration approaches meet the assumptions on communal consumption research and how multilevel analyses fit into the assumptions that are raised by the structuration approach. Findings – The paper develops and presents a multilevel model, which represents the interplay among various cultural levels that influence consumption experience and the evolution of consumption trends. This model proposes a theoretical framework which explains structuration in consumer research contexts. Originality/value – Academics can use this study to understand the link between communal consumption theory to methodology. They have access to a research framework that integrates micro‐macro effects and receive some ideas on possible structures and variables they can analyze. Practitioners learn that within communal research consumption patterns do not only influence individuals, but they also determine the community's structure that in turn shapes the behaviour of its members.