Acceso usuarios
Mary Ho, Stephanie O'Donohoe
Purpose - Purpose � This paper seeks to enhance understanding of nonprofit marketing and consumer identities by exploring volunteering as a form of symbolic consumption. Specifically, it seeks to examine how young people - both volunteers and non-volunteers - understand and relate to volunteer stereotypes, and how they manage stigma in negotiating their social identities in relation to volunteering.
Design/methodology/approach - Design/methodology/approach � Grounded in consumer culture theory, the study uses mixed qualitative methods, incorporating focus groups, paired and individual interviews, and a projective drawing task.
Findings - Findings � Five volunteering-related stereotypes were identified: the older charity shop worker, the sweet singleton, the environmental protestor, the ordinary volunteer and the non-volunteer. Participants related to positive and negative attributes of these stereotypes in different ways. This led volunteers and non-volunteers to engage in a range of impression management strategies, some of which bolstered their own identities by stigmatising other groups.
Research limitations/implications - Research limitations � The sample was drawn from 39 16-24 year-olds living in Scotland.
Practical implications - Practical implications � Since stereotypes are acknowledged as a major barrier to volunteering, particularly among young people, a greater understanding of how these stereotypes are understood and negotiated can assist nonprofit marketers in recruiting and retaining volunteers.
Originality/value - Originality/value � This paper draws on theories of consumer culture and stigma to explore volunteering as a form of symbolic consumption; examines volunteering stereotypes among both volunteers and non-volunteers; and uses multiple qualitative methods to facilitate articulation of young people�s experiences in this area.
