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Alvin Toffler (1980) coined the term “prosumer” in his book The Third Wave . Prosumers consume what they produce and/or produce what they consume. Thus, prosumption involves both production and consumption rather than focusing on either one (production) or the …
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Alvin Toffler (1980) coined the term “prosumer” in his book The Third Wave . Prosumers consume what they produce and/or produce what they consume. Thus, prosumption involves both production and consumption rather than focusing on either one (production) or the other (consumption) (Ritzer & Jurgenson 2010). Toffler made the point that the prosumer is not a new phenomenon because, for example, those on pre‐industrial farms produced what they consumed. He states that it was the Industrial Revolution that divided the spheres of production and consumption.