Abstract:
Inspired by eight Hans Christian Andersen fairy tales, this conceptual paper challenges the idea that utopia (a perfect society) is always in the future. We suggest that some consumers in affluent societies view the not-too distant past through rose-tinted lenses and thus seek to experience a historical utopia - Histopia. The discourse of Histopia is reflected in retro-consumption practices that can be veridical, vicarious or visualized. Retro-consumption includes the observed consumer culture trends of authenticity-seeking, nostalgic consumption, sustainable consumption, and voluntary simplicity. We discuss the consequences of retro-consumption for present society, and raise questions for future research.