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Understanding the do-it-yourself consumer: DIY motivations and outcomes

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Abstract

Do-it-yourself (DIY) is an increasingly popular consumer behavior, but little is known about this large consumer segment. We undertake a depth interview study and review diverse literatures to develop a conceptual model of DIY behavior that explores the reasons why consumers DIY and the benefits they receive. The purpose of the model is to improve our understanding of a consumer segment that, in many ways, behaves differently from typical consumers. Research propositions are derived and discussions of implications and ideas for future research follow.

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Authors and Affiliations

  1. Department of Marketing, University of Southern Mississippi, 730 East Beach Blvd, Long Beach, MS, 39560, USA

    Marco Wolf

  2. Faculty of Business, Athabasca University, 1 University Drive, Athabasca, AB, T9S 3A3, Canada

    Shaun McQuitty

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  1. Marco Wolf
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Correspondence to Marco Wolf.

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Wolf, M., McQuitty, S. Understanding the do-it-yourself consumer: DIY motivations and outcomes. AMS Rev 1, 154–170 (2011). https://doi.org/10.1007/s13162-011-0021-2

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