“I Did Not Think of Myself as a ‘Customer’”: The Confluence of Intertwined Vulnerabilities Among Subsistence Consumers Through Marketplace Literacy

Abstract

Vulnerabilities in subsistence marketplaces arise from the multifaceted deprivation that characterizes poverty. Associated with low income is low literacy, leading to vulnerabilities in terms of thinking, feeling, and coping. We review literature on vulnerability and on subsistence marketplaces, bringing out the confluence of vulnerabilities consumers in these contexts face. We also describe marketplace literacy, a way of addressing vulnerabilities and developing capabilities. We provide a case study of women in agriculture and conclude with a discussion of implications for research, education, and practice.

Citation

Viswanathan, M., Chase, L.J. and Jones, M. (2024), "“I Did Not Think of Myself as a ‘Customer’”: The Confluence of Intertwined Vulnerabilities Among Subsistence Consumers Through Marketplace Literacy", Lee, A.Y. (Ed.) The Vulnerable Consumer (Review of Marketing Research, Vol. 21), Emerald Publishing Limited, Leeds, pp. 133-152. https://doi.org/10.1108/S1548-643520240000021009