Extending the life of objects and materials: Rasquache consumption for degrowth

This paper advances degrowth by illuminating overlooked consumer practices and their alignment with degrowth principles to reduce material production and consumption. Rasquachismo is a type of resourcefulness involving the use of irreverent posture to transcend and redefine established boundaries. Rasquache behaviors creatively extend the life of objects and materials, resist dominant norms, and affirm identity and values, although they are often marginalized both socially and academically. Through a netnography of online depictions of these behaviors, we develop the notion of “rasquache consumption,” referring to consumer activities that embody resourcefulness, reflect pride in ingenuity and identity affirmation, and prioritize personal over market-imposed values. These practices challenge traditional marketplace norms of sustainability and environmental responsibility in consumption. We introduce rasquachismo from Chicanx studies to marketing literature and propose that incorporating a rasquachismo lens into degrowth discussions will provide a more comprehensive understanding of consumer behavior and values that support the degrowth movement.