The Prosumer Faces: The representation of the productive consumer in the marketing literature

Abstract

Purpose: This research aims to analyze how the productive consumer is portrayed by scientific production in the Marketing area. Methods: A bibliographical research was carried out, and the data were extracted based on articles from the main journals in the Marketing area, according to the ranking developed by the Scimago Journal & Country Rank. From a qualitative research perspective, Interpretative Content Analysis was used in the study of the corpus, developing the codification and correlation of concepts exposed by the various authors. Findings: The study created a systematic review of what the authors treat, elaborate on, and reflect on the productive consumer in the scientific area of Marketing. The results discuss three theoretical fields of interpretation of the object of study: the purpose of the act of prosumption; the interaction established between consumers; and the relationship between consumers and companies. Originality: The article contributes to the field of Marketing as it develops a conceptual framework that demonstrates and interconnects academic approaches to productive consumers. In this way, the study contributes to a better understanding of the prosumer, elucidating the existence of identity relations and contributing to the promotion of new research that uses the characteristics presented or amplifies them.

Keywords

• productive consumer
• prosumer
• marketing
• consumer culture.