The garden party: Refrains on literature as consumer research

This study is a foray into the inclusion of literature in the domain of consumer and social research with an exploration of the story “The Garden party” by Katherine Mansfield. The study is one of the first to provide a reference point for the use of literature as a methodological tool and data source in consumer and social research, in advancing our understanding of consumerism, consumption, culture, social class differences and the tensions of social class. The paper provides a springboard for considering the power of literature and humanities-inspired deliberation in generating insights about consumption behaviour and social values towards a sustainable society and responsible entertainment by giving voice to emotions that are voiceless. This could expand the frontiers of consumer research, enhance inclusivity, compassion and social justice, helping to rethink our unbalanced societal relationships. The study reflects on the refrains of expanding our consciousness towards humane behaviour and fostering a social consciousness in consumers and society.