Market-resistance and Valentineʹs Day events

Extending resistance theories, this article examines multi-method data spanning over seven years of events related to a holiday market. In the context of Valentineʹs Day, the authors present findings and develop knowledge on anti-consumption and alternative consumption. Specifically, this article introduces the recurring events of gift-resistance, retail-resistance, and market-resistance. Such consumer resistance often coexists with movements towards individualism and creation of more unique alternative consumption traditions.