Attitudinal Measures of Political Consumption as a Form of Civic Engagement in a Developing Country

Conceptualization Of Political Consumption

For some scholars, the concept of political consumption in simple terms means the buying or boycotting of products and or services based on political or ethical values with a motive for change (Micheletti, 2003; Micheletti & Stolle, 2005; Berlin, 2011). Political consumption implies intentionality (purposefulness) which differentiates it from habitual, routine or ordinary consumption (Halkier, 2004). Political consumption involves actions by individuals who make choices among producers and products with the goal of changing objectionable institutional or market practices (Sandovici & Davis, 2010, p.330). Thus through political consumption, consumers utilize their purchasing power to express their views about things such as ethical or fair business practices in the sphere of production (Lyon, 2006). It is in that vein that Webster (1975) conceptualizes a political consumer as someone who takes into account the public consequences of his or her private consumption or who attempts to use his or her purchasing power to bring about social change.

The enlightenment notion of freedom and awareness of the capacity to act (Goodman & DuPuis, 2002) is also manifested in political consumption. For that reason, political consumers use their knowledge, buying and organizing power to demand change (Dixon, 2003). In essence, political consumption can be considered as a distinct form of political participation, dependent upon consumers making deliberate market choices (Sandovici & Davis, 2010). It is informed by attitudes and values on broad issues of sustainable development and ethical, environmental, or political assessment of favorable and unfavorable corporate and government practice (Micheletti et al 2006, xiv-xv).

Other conceptualizations of political consumption focus on lifestyle identity and food consumption. Consumers are able to identify themselves as being socially and environmentally conscious individuals through political consumption (Raynolds, 2002; Berlin, 2011). Political consumption is becoming more central to food consumption as more individuals deliberate over what they will or will not let into their bodies (Dixon & Banwell, 2004), consciously choosing what to eat rather than letting tradition or habit dictate their choices (Sweetman, 2003).