European Consumers and their Persistent Resilience in the Face of Austerity

While much has been written on austerity from political and economic perspectives, there has been limited marketing attention regarding the effects of austerity on consumers. Even less focus has been directed at long-term and proactive responses to austerity which, we argue, can be understood via the concept of persistent resilience. This study explores the nature of this enduring and dynamic form of resilience manifested by consumers across EU countries affected by austerity. Drawing on recent spatial studies, we contribute to academic literature by advancing our understanding of the concept of persistent resilience and by distinguishing its underlying characteristics within the consumption context of EU austerity. As European consumers continue lo navigate long-term austerity, our study presents rich and timely insights into the nature of their persistent resilience and how this differs across culture and historical context. Reflecting the dynamic, enduring and proactive nature of this resilience, our analysis identifies a wide range of self-efficacious, creative and community-based strategies involving adapting to, persisting with and transforming consumers' everyday practices and social relations.