Product gentrification and its implications for consumers and communities

Kostopoulos, I ORCID: 0000-0002-3154-900X and Dhosi, P (2025) Product gentrification and its implications for consumers and communities. European Journal of Marketing. ISSN 0309-0566

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Abstract

Purpose
Gentrification refers to the process by which previously deprived neighbourhoods experience economic and cultural development, and the in-migration of an affluent middle- and upper-middle-class population [1]. This paper aims to introduce the concept of product gentrification, a previously unexplored dimension of the gentrification phenomenon. The main research aims are to define and conceptualise the notion; (b) identify its main consequences for consumers, companies and communities; and describe the distinct processes of industry-led and market-led gentrification.

Design/methodology/approach
In this paper, the authors adopt a case study approach and present three illustrative vignettes of three gentrified consumer offerings (thrift stores, comic-con events and Korean kimchi). The three vignettes were developed using both secondary (literature and case studies) and primary data (30 face-to-face interviews). Although the three vignettes are used for illustrative purposes, they offer useful insight on the newly introduced concept.

Findings
The findings confirm the proposed framework on how the product gentrification process occurs and identify its main consequences, i.e. higher prices that exclude traditional buyers, cultural appropriation, reinforced neighbourhood gentrification and capacity–demand imbalances.

Research limitations/implications
The findings contribute to the gentrification literature by offering insight on a newly introduced dimension, i.e. product gentrification.

Practical implications
This paper has important implications for companies and policymakers, as it explains in detail how market and social forces allow or even cause product gentrification. It also offers insight on how its negative societal implications can be mitigated.

Social implications
This research has important implications for companies and policymakers, as it highlights how market and social forces enable, or even drive, product gentrification. It also offers insight on how its negative societal implications can be mitigated.

Originality/value
To the best of the authors’ knowledge, this paper is the first to introduce and comprehensively conceptualise the very important phenomenon of product gentrification.

Item Type:	Article
Additional Information:	This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com
Uncontrolled Keywords:	15 Commerce, Management, Tourism and Services; Marketing; 3506 Marketing
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions:	Liverpool Business School
Publisher:	Emerald
Date of acceptance:	3 September 2025
Date of first compliant Open Access:	16 October 2025
Date Deposited:	16 Oct 2025 09:06
Last Modified:	16 Oct 2025 09:15
DOI or ID number:	10.1108/ejm-09-2022-0664
URI:	https://researchonline.ljmu.ac.uk/id/eprint/27352

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