Consumer nostalgia in the Commonwealth of Independent States. An explorative study

Different studies (e.g., Boym, 1995; Masci, 2017; Holak et al., 2008; Platt, 2013; Fedorishina, 2017) have investigated the nostalgia-towards-USSR phenomenon in political science, sociology, and marketing in the Russian Federation, Baltic states or other former members of the Eastern Bloc. Given the relevance of nostalgia in the marketing field and other disciplines, the present work aims to fill the gap in marketing studies by investigating the interplay between nostalgia and consumption practices in CIS countries. In particular, this paper aims to identify common post-Soviet nostalgia patterns in marketing and consumption in the CIS and to identify the key factors that influence them. Moreover, the current paper commits to identifying the positive and the negative features of the consumption experience of the Soviet Union and analyze the offer examples that answer post-Soviet nostalgia demand on the modern market.