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How political ideology drives anti-consumption manifestations

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  • Pecot, Fabien
  • Vasilopoulou, Sofia
  • Cavallaro, Matteo

Abstract

This article examines the role of political ideology as a motivation for general and targeted anti-consumption. Using data from a cross-sectional online survey conducted in the United Kingdom, we provide a unified model of the ways in which the economic and the sociocultural dimensions of political ideology are associated with anti-consumption manifestations (i.e., suspicion of marketing and intention to boycott) at the individual level. We show that 1) both kinds of manifestations of anti-consumption are found among politically extreme—versus moderate—individuals, 2) pro-market attitudes and authoritarianism have opposite effects on the likelihood of evincing anti-consumption attitudes and behaviours, and 3) authoritarianism moderates the overall negative effect of pro-market attitudes on anti-consumption manifestations. Our findings have implications for the persuasiveness of anti-consumption campaigns.

Suggested Citation

  • Pecot, Fabien & Vasilopoulou, Sofia & Cavallaro, Matteo, 2021. "How political ideology drives anti-consumption manifestations," Journal of Business Research, Elsevier, vol. 128(C), pages 61-69.
    • Handle: RePEc:eee:jbrese:v:128:y:2021:i:c:p:61-69
    DOI: 10.1016/j.jbusres.2021.01.062
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