New Schulich Study Uncovers the Emotional Labour Behind Alternative Market Systems
TORONTO, ON – Monday, March 24, 2025 – New research from York University’s Schulich School of Business explores a lesser-known side of consumer activism: the emotional effort that dedicated volunteers put into sustaining alternative markets like local food networks and ethical trade systems.
The research, titled “It’s a tough job, but somebody’s got to do it”: Committed consumers’ voluntary emotion work in alternative market systems, is slated for publication in a forthcoming issue of the Journal of Consumer Psychology and is co-authored by Eileen Fischer, Professor of Marketing and the Anne & Max Tanenbaum Chair in Entrepreneurship and Family at Schulich, together with Kristin Bentsen and Per Egil Pedersen from the University of South-Eastern Norway.
The study examines the emotional work performed by “committed consumers” – individuals who voluntarily invest significant time and effort to uphold the principles and operations of alternative markets such as fair trade networks, co-operatives and food waste recovery initiatives.
Based on ethnographic and netnographic data from Norway’s REKO food markets, the research uncovers four key ways that “committed consumers” perform emotional labour: building trust, promoting core values, ensuring participants follow ethical guidelines, and fostering a sense of community.
While prior research has highlighted the ideological and activist motivations of participants in alternative markets, this study sheds new light on the emotional toll of maintaining these systems. The findings suggest that while committed consumers often derive pride and satisfaction from their contributions, they also experience emotional fatigue, which can threaten the long-term viability of these markets.
“Our research highlights the critical but often overlooked emotional labour that fuels alternative market systems,” said Professor Fischer. “Without the dedication of these committed consumers – individuals who work tirelessly to uphold the values and integrity of these markets – many of these alternative initiatives would struggle to survive.”
The study underscores the need for further research on the emotional dimensions of consumer volunteerism and offers valuable insights for organizations and policymakers aiming to foster resilient and sustainable alternative market systems.
Eileen Fischer is available for interviews.