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The goal of this proposed session is to examine how markets are formed and transformed, and the ways in which markets constitute–and are constituted by–transformations in their environments. Embedded within dynamic social, cultural, legal, and historical environments (Giesler 2008; Ger and Karababa 2011), markets are constituted by–and constitutive of-internal and external actors, who have different roles in facilitating/hindering formation, legitimation (Humphreys 2010b), signification/valuation (Peñaloza and Mish 2011) and evolution (Giesler 2008) of the market. This session builds up on, and would like to push forward, an important stream of research on markets, and offers new perspectives by discussing multiple facets and transformative potentials of marketplace activities. Markets are conceptualized by the authors as actors attempting to create social change; mythmakers transforming contaminated space; signifying and value-creating enterprises; or consuming entities. What is common to these arguments is the potential of markets to transform norms, ideals, legislations, and socio-cultural dynamics. These discussions contribute to a further understanding of how market actors mobilize resources and discourses, engage in strategic alliances, create different types of values, and also shape academic discourse; in attempting to transforming and legitimating both themselves and their environments. We believe this session also provides valuable discussions for other research initiatives on the relationship (s) between consumers and markets. The papers in this session extend, but also question and contest previous arguments on market …