Subverting the market to help other consumers: The ‘la repasse’ phenomenon

This paper aims to broaden our perspective on Consumer‐to‐Consumer (C‐to‐C) interactions. Recent studies on consumption have striven to shed light on the grey zone between market economies and moral economies. Our research goes one step further by focusing on C‐to‐C helping behaviours such as passing on tickets in public places (on the underground, in car parks, during city package tours, etc.). The hermeneutic analysis of these fraudulent practices shows that consumers undertake these microsubversions of the marketplace for the sake of citizenship. They act as contemporary Robin Hoods who turn market materials into flash token gifts for other consumers. In doing so, they daily reshape the boundaries of market/moral economies. Copyright © 2015 John Wiley & Sons, Ltd.