Consumer Activism

Abstract

Consumer activism is the collective use of consumer purchasing power for political ends. It encompasses diverse actions, especially boycotts, by people who make consumption choices with the goal of changing market or institutional practices and/or influencing corporate and public policymakers. The ultimate goal of consumer activists is usually to create what they see as a socially just marketplace. Consumer activism recognizes seemingly nonpolitical or private arenas (such as the market or the home) as venues for political action. It recognizes the connections between consumer choices and labor rights, corporate behavior, the environment, and human rights. Consumer activism has a long history and has been an important tactic in many social movements. The efficacy of consumer activism is often difficult to measure and therefore open to debate. Green and ethical consumption, fair trade, socially responsible investing, culture jamming, and anti‐sweatshop campaigns are among the dominant forms of consumer activism today.