Beyond the Bin: Dumpster Diving as an Alternative Consumer Practice

Abstract: Title: Beyond the Bin: Dumpster Diving as an Alternative Consumer Practice - Investigating the Motivations and Methods of Urban Foragers Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master level Authors: Adam Christensson and Vendela Melin Supervisor: Annette Cerne Keywords: Dumpster diving, Social movement, Consumer resistance, Theory of planned behavior (TPB). Purpose: The study investigates dumpster diving motivations, methods, and its role as a resistance against conventional consumption patterns. This exploration addresses dumpster diving as a social movement with a focus on the issues of food waste. Theoretical Framework: The research draws on Consumer Culture Theory, Consumer Resistance, New Social Movement Theory, and Theory of Planned Behavior to contextualize dumpster diving and its role in society. Methodology: A qualitative micro-ethnographic approach is adopted, employing participant observation and purposive as well as snowball sampling. The researchers participated in three unique dumpster diving experiences to gain an in-depth understanding of the practice. Empirical Data: A thematic analysis of empirical data reveals social interaction, anti-waste ideology, and economic considerations as principal motivations. It also outlines a detailed sequence of dumpster diving activities, including preparation, diving, relationship to personnel and law-enforcement, and post-diving procedures. Discussion: The practice of dumpster diving is presented as both a statement against food waste and a form of alternative consumption. The central role of the community in validating and propagating dumpster diving is highlighted, emphasizing the unity among divers towards the common goal of salvaging food. Despite a shared goal of combating food waste, dumpster divers demonstrate diverse attitudes and practices, highlighting the multifaceted nature of the activity. Conclusion: The study underscores dumpster diving as a new form of social movement since the divers protest more in silence compared to traditional social movements. Key drivers are environmental consciousness, economic concern, and a sense of community, positioning dumpster diving as a form of consumer resistance against the conventional way of food consumption.