Adversaries of Consumption: Consumer Movements, Activism, and Ideology

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ID: 299749
2004
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Abstract
This article focuses on consumer movements that seek ideological and cultural change. Building from a basis in New Social Movement (NSM) theory, we study these movements among anti-advertising, anti-Nike, and anti-GE food activists. We find activists' collective identity linked to an evangelical identity related to U.S. activism's religious roots. Our findings elucidate the value of spiritual and religious identities to gaining commitment, warn of the perils of preaching to the unconverted, and highlight movements that seek to transform the ideology and culture of consumerism. Conceiving mainstream consumers as ideological opponents inverts conventional NSM theories that view them as activists' clients.
Reference Key
openalex_W2147028152 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Robert V. Kozinets, Jay M. Handelman
Journal journal of consumer research
Year 2004
DOI
10.1086/425104
URL
https://doi.org/10.1086/425104
Keywords Keywords not found

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