Abstract

The attribution of meaning to physical places is part of human nature. As any other space, commercial locations can assume important symbolic and emotional value in the creation of individual identity. In line with the constructivist perspective emerging from the current debate on consumer agency (Kozinets et al. 2004), the present paper seeks to examine the levers and dynamics of place attachment, i.e. the positive, emotional tie that individuals establish with locations that render these locations special and important. Discussion of the results of the empirical research highlights a complex and composite relationship which cannot take form without considering consumers' self-determination and their impact on the development path.