Volunteer stereotypes, stigma, and relational identity projects
- 6 May 2014
- journal article
- research article
- Published by Emerald in European Journal of Marketing
- Vol. 48 (5/6), 854-877
- https://doi.org/10.1108/ejm-11-2011-0637
Abstract
Purpose - The purpose of this paper is to seek to enhance the understanding of non-profit marketing and consumer identities by exploring volunteering as a form of symbolic consumption. Specifically, it seeks to examine how young people - both volunteers and non-volunteers - understand and relate to volunteer stereotypes, and how they manage stigma in negotiating their social identities in relation to volunteering. Design/methodology/approach - Grounded in consumer culture theory, the study uses mixed qualitative methods, incorporating focus groups, paired and individual interviews and a projective drawing task. Findings - Five volunteering-related stereotypes were identified: the older charity shop worker, the sweet singleton, the environmental protestor, the ordinary volunteer and the non-volunteer. Participants related to positive and negative attributes of these stereotypes in different ways. This led volunteers and non-volunteers to engage in a range of impression management strategies, some of which bolstered their own identities by stigmatising other groups. Research limitations/implications - The sample was drawn from 39 individuals aged 16-24 years and living in Scotland. Practical implications - Because stereotypes are acknowledged as a major barrier to volunteering, particularly among young people, a greater understanding of how these stereotypes are understood and negotiated can assist non-profit marketers in recruiting and retaining volunteers. Originality/value - This paper draws on theories of consumer culture and stigma to explore volunteering as a form of symbolic consumption, examines volunteering stereotypes among both volunteers and non-volunteers and uses multiple qualitative methods to facilitate articulation of young people's experiences in this area.Keywords
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