the term “prosumer” was rst introduced by Toffler (1980) to refer to the blurring of production and consumption. Prosumers consume what they produce and/or produce what they consume. Prosumption, the activity of prosumers, focuses on both production and consumption simultane- ously rather than on either independently. Production and consumption are two important processes but, if we focus on only one or the other, we tend to lose sight of the fact that both can be better seen from the perspective of prosumerism.