Leveraging an ‘economy of kindness’ through non-monetary value exchange to improve community well-being

• Published in: Marketing theory Vol. 24; no. 3; pp. 449 - 464
• Main Authors: Saunders, Stephen Graham, Truong, V Dao
• Format: Journal Article
• Language: English
• Published: London, England SAGE Publications 01.09.2024; Sage Publications Ltd
• Subjects: well-being; non-monetary value exchange; kindness; Bartering; donating; near-money
• ISSN: 1470-5931; 1741-301X
• DOI: 10.1177/14705931231202446

Our research study investigates how expressions and acts of kindness are leveraged through non-monetary value exchange practices to improve individual and community well-being when money was scarce. A qualitative netnographic study was conducted to examine the non-monetary value exchange practices amongst members of the Barter for Better Fiji platform. Data were collected through online observation and participation, conversational interviews, and archival and netnographic methods. The interpretation of the data revealed that Barter for Better Fiji members leveraged an ‘economy of kindness’ through three non-monetary value exchange practices (i.e. bartering, near-money exchange and donating) to improve individual and community well-being. The marketing theory and practice implications of leveraging expressions and acts of kindness through value exchange practices are discussed.