Rural poverty and the basic needs - problems and solutions : Vulnerable consumers: Ethnography of the consumption of French farmers facing impoverishment

This ethnographic study addresses a gap in the field of Consumer Vulnerability and Poverty by developing in-depth knowledge about a hidden rural poverty, namely a population of French small farmers. Through the lens of Transformative Consumer Research, and relying on Douglas' theory of apathy, our findings reveal that consumption goods help vulnerable consumers survive and maintain their social and familial identity.