Market resistance in alternative socio-economic models: A multi-sited ethnographic research

Abstract Purpose: This research aims to analyze the organization of resistance tactics and market strategies within alternative socio-economic models. Specifically, we examine how resistance forms and identify shared attribu-tes across alternative socio-economic models. Originality/value: The study redefines resistance as generative rather than merely disruptive, demonstrating how it creates alternative market practices and economies that go beyond profit. Building upon De Certeau’s theory, it unveils non-capitalist market models and extends the scope of resistance beyond consumer activism. Design/methodology/approach: A year-long, multi-sited ethnographic study was conducted. In addition to systematic observation, twelve relational interviews were conducted with individuals present in the research settings, including Couchsurfing, permaculture farms, and cooperatives. Findings: A diverse collection of resistance tactics can be employed to develop market practices, creating alternative methods of managing scarcity and economic exchange that transcend traditional market relations. These tactics exist within contexts defined by economic relations, influencing the development of various socio-economic initiatives. Rather than viewing resistance as random disturbances that the social order must address, it is more accurate to understand it as spontaneous deviations from attempts to maintain that order. Contribution/implication: First, building on De Certeau’s work, practices transcending market strategies can be developed not only in the daily lives of ordinary people but also in market initiatives. Second, it demonstrates that other economies can be developed by fostering interde-pendence among social agents through community-based relationships that do not exalt profit or private property. Third, it shows that consumer resistance is part of a broader concept of market resistance.