Stratified consumer activism: How socioeconomic status shapes boycott participation

Abstract

Consumer activism is becoming increasingly common worldwide, but are all consumer groups as likely to engage in these practices? The current research investigates the presence of socioeconomic status (SES) differences in boycotting participation and explores the psychological processes underlying potential discrepancies. Results from four studies, including cross-national surveys, experiments, and lab-in-the-field evidence, show that low-SES consumers display a lower likelihood of boycotting companies than their high-SES peers. The phenomenon emerges across different measures, including self-reported intentions, past actions, and actual behaviors. This reduced inclination to boycott among the socioeconomically disadvantaged is driven by their reduced sense of control, which induces lower beliefs that consumption can be used as an effective instrument to enact change. These findings offer important contributions to the study of boycotting practices and shed new light on the complex relationship between socioeconomic conditions and consumer behavior.