This article adds a new dimension of mobility among subsistence consumers to investigate their well-being during the process of rural–urban migration. Using social production function theory as the theoretic perspective as well as a mixed method, the authors identify three essential drivers that influence the life satisfaction of subsistence migrant consumers: financial resources, social connection, and sense of control (the last of which also mediates the relationship between social connection and well-being). Findings show that family closeness and social comparison orientation moderate the main effects of financial and social resources on life satisfaction. Family closeness enhances the positive effect of financial resources, while social comparison weakens the positive effect of social connection. This research contributes to the literature on subsistence consumers by introducing social production function theory into the subsistence marketplace and adopting a mixed approach to uncover the complexity of the perception of life satisfaction among subsistence migrant consumers. © American Marketing Association 2018.

Life satisfaction social production functions subsistence migrant consumers Social comparison sense of control

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