Sustainable Consumption Institute

Abstract

Critical consumption, the purchase or boycott of goods for political, ethical or environmental reasons, is regularly characterised as an example of ‘new politics’ or ‘new’ political participation. However, such analysis often neglects work from the sociology of consumption and social movement studies. This paper argues that consumers express their identity through critical consumption, in the form of a pledge of allegiance to the goals of certain social movements. Cross-national data from the European Social Survey identifies critical consumers as belonging to higher class positions and being generally older, highly educated, and more often women than men. Separating analysis of boycotting from that of buycotting, the positive purchase of goods for ethical or political reasons, suggests that buycotting is more resource-dependent and individualistic than boycotting. Substantial differences are found between the impact of people's resources in different countries, particularly between Northern and Central European countries and their Southern and Eastern counterparts. The findings thus recommend an approach to consumer politics that remains sensitive to social structural contexts between countries and different forms of consumer participation.

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