Consumer voters in imagined communities

Bibliographic Data

ID11196151
AuthorsDeirdre Shaw (0000-0002-7492-6290, University of Glasgow, corresponding author)
EditorsCaroline Bekin
Year2007
Volume27
Issue3/4
Pages135-150
Publication date2007-05-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueInternational Journal of Sociology and Social Policy (JOURNAL)
Journal identifiersISSN: 0144-333X • E-ISSN: 1758-6720
PublisherEmerald (PUBLISHER)
DOI10.1108/01443330710741075
OpenAlexW2093461105
LanguageEN
Citations received23
References cited43

Purpose Increasingly, reports of consumers are witnessed expressing their concerns regarding corporate practices through behaviours of boycotting, buycotting and voice. The theory of consumer votes suggests that such consumers may view their purchases as “votes” in the marketplace. The purpose of this paper is to explore consumer voting within competing theories of community. Design/methodology/approach The study adopts an exploratory approach through semi‐structured in‐depth interviews with a purposive sample of ten ethical consumers. Findings Findings reveal that consumers adopted a voting metaphor in their approaches to ethical consumption. While choices were mainly individual in nature they were characterised as part of a wider, largely imagined community of like‐minded consumers. Research limitations/implications This research is limited to a single country and location and focused on a specific consumer group. Expansion of the research to a wider group would be valuable. Practical implications Findings reveal consumers active in registering their discontent towards companies considered to be unethical, while rewarding those considered ethical. This has important implications for marketers interested in appealing to this group. Findings also reveal consumers taking responsibility through marketplace actions for ethical/political issues. This view of consumer votes as being more effective than political votes is pertinent, given reports of a decline in engagement with traditional political participation. Originality/value Limited empirical attention has been given to consumption as voting explored within the context of community. However, with reports of a rise in consumer ethical concerns and reports of a search for community in society this suggests that further exploration of this area is worthwhile

Advertising · Business · Consumer behaviour · Consumption (sociology · Context (archaeology · Empirical research · Exploratory research · Originality · Political science · Politics · Public relations · Qualitative research · Social science · Sociology · Value (mathematics · Voting · Consumer Behavior in Brand Consumption and Identification · Corporate Identity and Reputation · Environmental Sustainability in Business · Law · Marketing

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