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Marketplace cultures, one of the main theoretical frameworks within consumer culture theory (CCT), offers grounds for the study of consumer interactions with the marketplace. One kind of consumer interaction occurs inside consumption communities. Most of the consumption communities nowadays are online. Consumers go online to get information and advice from peers on their consumption options and processes. They participate in online forums and communities to connect with like-minded individuals, discuss topics of interest and share experiences. Taking the interpretive lens of CCT, we propose to analyse the 'life' of online consumption communities in the context of vegan consumption communities. We present the research agenda for this in-progress study and the suggestions for further research on consumption communities and, more specifically, vegan communities, as identified in our literature review.

PurposeThe purpose of this paper is to investigate the effects of national culture on the acceptance, and online interaction, of management education and training online using Hall's cultural classifications and Hofstede's cultural framework. Potential differences in perceptions of personal innovativeness and levels of online management education acceptance were examined.Design/methodology/approachFactor analysis, structural modeling techniques and independent sample t‐statistics were used to analyze samples collected from online management classes in the USA and Korea.FindingsResults suggest that high‐context and collectivism cultures are more conservative to the adoption of online management education and training and participation in online interaction. A second interesting finding is evidence of the significant difference of adoption likelihood of learning innovation and changes. It was clear that a nation's culture directly affects the manner in which participants engage, relate and benefit from online management education/training.Originality/valueThese insights may help multinational companies predict adoption of online management education and the appropriateness of online training across regional differences so as to formulate more effective online management education and training strategies by accommodating their cultural influences.