Makeshifting matters: How consumer informal production reconfigures consumption practice

Marcia Christina Ferreira, Daiane Scaraboto, Bernardo Figueiredo, Adriana Schneider Dallolio, Eliane Pereira Zamith Brito, Essex Business School, University of Essex, Department of Management and Marketing, Faculty of Business and Economics, The University of Melbourne, School of Economics, Finance and Marketing, RMIT University, Escola de Artes Ciências e Humanidades , Universidade de São Paulo , São Paulo, Fundação Getulio Vargas - , Escola de Administração de Empresas de São Paulo , Fgv Eaesp, Sao Paulo

Marketing Theory

Published online on February 24, 2026

Abstract

Marketing Theory, Ahead of Print.
Consumer informal production (CIP) refers to practices where individuals make or modify their own consumption goods, bypassing market offerings and professional services. It includes craftwork, do-it-yourself (DIY), repair, and makeshifting. Our study ...