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The Prosumer Movement

A New Challenge for Marketers

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Prosumer Revisited


Alvin Toffler (1980), in his book „The Third Wave“, argues that consumers are a phenomenon of the Industrial Age. As society moves toward the Post-Industrial Age, so will the number of pure consumers decline. They will be replaced by „prosumers“, people who produce many of their own goods and services. Although his prosumer theorizing has not attracted much critical comment, his concept is sufficiently provocative to merit the attention of consumer behavior scholars and marketing practitioners. If Toffler is right, we might have to retitle the field „prosumer behaviour“ and revise our notions of effective marketing.

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Birgit Blättel-Mink Kai-Uwe Hellmann

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Kotler, P. (2010). The Prosumer Movement. In: Blättel-Mink, B., Hellmann, KU. (eds) Prosumer Revisited. VS Verlag für Sozialwissenschaften.

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  • Print ISBN: 978-3-531-16935-4

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