Autopoiesis and the homeconfined consumer

Purpose The purpose of this paper is to explore the consumption of a personal community and its role in the everyday life of the homeconfined consumer. Designmethodologyapproach Using a Radical Constructivist approach, three cases of home confinement were explored in depth over a period of two years. Ongoing conversations captured the consumption experiences with personal communities. Findings In relation to the homeconfined context, the ability to attain individuality, empowerment and creativity are all heightened as a result of personal community construction. An underlying concern for homeconfined consumers is their removal from independent living to institutionalized living, and, as a result the need to construct, manage and maintain a personal community is of major concern. Research limitationsimplications Although the study addresses a homeconfined context, it is nevertheless reflective of concerns that are significant to all consumers, namely the attainment of individuality and independence irrespective of marginalization or not. Practical implications The importance of a personal community in terms of both selfempowerment and selfidentity with respect to marginalized groups and vulnerable individuals should not be underestimated. The supporting role of a personal community provides, in times of uncertainty, a framework to maintain selfidentity and independence. Originalityvalue This paper provides a better understanding of the role of a personal community in the consumption experiences of those consumers marginalized and vulnerable as a consequence of context. Homeconfined consumers are invisible in the marketplace and the personal community is a means of redressing this imbalance by empowering such individuals.