An exploratory investigation of aberrant consumer behaviour in Libya: a sociocultural approach

Studies concerning aberrant consumer behaviour (ACB) are dominated by research conducted in the West. By examining the impact social and cultural factors have on the management and understanding of ACB in Libya, a Muslim country, this paper extends knowledge by exploring this issue in a different setting. Materials were collected by conducting in-depth interviews with 26 sellers in Libya and ACB was explored in three different contexts: grocery stores, computer stores and hotels. The study finds that the sellers use alternative marketplace behaviours to manage ACB to that described in the literature, namely informal, community based approaches which reflect accepted societal and cultural norms. Furthermore, the study finds that not all activities reported to be ACB in the literature are perceived to be misbehaviour by the Libyan sellers.