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Clustering consumers who engage in boycotting: New insights into the relationship between political consumerism and institutional trust

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  • Nuno Tiago Baptista

    (Universidade da Beira Interior Estrada do Sineiro)

  • Ricardo Gouveia Rodrigues

    (Universidade da Beira Interior Estrada do Sineiro)

Abstract

This study proposes a segmentation model for European consumers engaging in boycotting and examines each segment’s level of trust in public institutions. Using data from the European Social Survey (ESS), measures of generalized trust, social participation, interest in politics, human values and demographics were used as segmentation variables in a two-cluster solution. The two clusters, labeled conservative majority and active idealists, revealed significant differences in their levels of institutional trust in 10 of the 21 countries analyzed. These findings highlight the potential heterogeneity of consumers engaging in boycotting and offer an explanation for extant contrasting findings regarding the relationship between institutional trust and political consumerism.

Suggested Citation

  • Nuno Tiago Baptista & Ricardo Gouveia Rodrigues, 2018. "Clustering consumers who engage in boycotting: New insights into the relationship between political consumerism and institutional trust," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(1), pages 87-104, March.
    • Handle: RePEc:spr:irpnmk:v:15:y:2018:i:1:d:10.1007_s12208-018-0192-8
    DOI: 10.1007/s12208-018-0192-8
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    References listed on IDEAS

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    2. Hoffmann, Stefan & Müller, Stefan, 2009. "Consumer boycotts due to factory relocation," Journal of Business Research, Elsevier, vol. 62(2), pages 239-247, February.
    3. Braunsberger, Karin & Buckler, Brian, 2011. "What motivates consumers to participate in boycotts: Lessons from the ongoing Canadian seafood boycott," Journal of Business Research, Elsevier, vol. 64(1), pages 96-102, January.
    4. Young Min Baek, 2010. "To Buy or Not to Buy: Who are Political Consumers? What do they Think and How Do they Participate?," Political Studies, Political Studies Association, vol. 58(5), pages 1065-1086, December.
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