Consumer enchantment through everyday consumption

Purpose This study aims to investigate consumer enchantment through everyday consumption, focusing on how individuals seek virtue, reason and a sense of purpose in their consumption practices. Design/methodology/approach This seven-year study was performed using a multimethod approach. Data collection involved netnography, participant observation, introspection and in-depth interviews with consumers and technical experts, resulting in extensive qualitative data analysis of craft beauty product consumption. Findings Despite external constraints, consumers exercise discretion in their choices, seeking to achieve their ideal selves and full potential through their consumption practices. They prioritise personal health and sustainability, rather than pursuing material satisfaction, leading to enchantment. Craftsmanship plays a significant role in offering unexpected outcomes, symbolic meaning and fostering an affective connection with materials and processes. Research limitations/implications This research contributes to consumption studies by distinguishing between hedonic consumption, rooted in sensory pleasure, and eudaimonic enchantment, which emphasises personal fulfilment and ethical engagement. This study expands the understanding of consumer enchantment associated with everyday consumption practices. Practical implications Organisations should prioritise transparency in production processes, ingredient sourcing and formulations to align with consumer demands for ethical consumption and sustainability. By incorporating elements of craft consumption into their offerings, businesses can enhance consumer experiences, support consumer well-being and foster enduring relationships with those who value authenticity and sustainability. Originality/value By exploring consumer values, aspirations and involvement in the craftsmanship of everyday products, this study uncovers an underexplored path to consumer enchantment. The authors show how individuals, in their pursuit of self-development, achieve states of enchantment by engaging with the eudaimonic aspects of life, particularly in the consumption of crafted products.