Craft consumption and consumer transformation in a transmodern era

This study investigates how craft consumption illuminates consumer self-transformation. Craft consumption refers to activities in which consumers personalize their products by designing and making what they consume themselves (Campbell, 2005). Our work is positioned at the nexus of transmodernity. Transmodern is defined as “a way of thinking that combines intuition and spirituality with rational brainwork” (Luyckx, 1999, p. 971). This study contributes to extant research by highlighting the interplay of rational and spiritual dimensions of craft consumption that leads to consumer transformation. The investigation uses a grounded theory method for conducting qualitative research. This empirical research was conducted through observations and phenomenological interviews with 10 craft consumers belonging to the Pilsen Mexican community in Chicago, USA. The study has implications for contemporary consumer research on consumer co-production.