November 14 – Fleura Bardhi
Date: 14 November 2025, Friday Time: 13.30 – 14.30 Place: MA-330 "Anti-Consumerist Hedonism” by Fleura Bardhi Bayes Business School Abstract Despite the rich literature on hedonic consumption, the hedonistic aspects of resisting consumerism remain less explored and theorized. Building on a long-term ethnographic study of an anti-consumerist initiative in Athens, Greece, we advance the notion of anti-consumerist hedonism, which involves the joys and pleasures gained in resistive consumption practices. We identify three distinct dimensions: joys in the alternative, in the collective, and in ongoing engagement. We also explore the conditions that help cultivate and sustain anti-consumerist hedonism, including anti-market sociomateriality, horizontalist structures and spatiotemporal permanence. Importantly, we show how their effectiveness is always tentative, subject to ongoing aesthetic, collective organizing and stewardship work. Overall, our study contributes to the theoretical…







