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Political Identity and the Consumer Journey: A Research Review

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  • Jung, Jihye
  • Mittal, Vikas

Abstract

The importance of consumers’ political identity in the consumer journey has grown in recent years. This article describes and discusses four key issues relevant to consumers and political identity: (1) the definition and conceptual structure of political identity as a construct; (2) a practical guide to measure political identity; (3) the role of political identity in consumer decisions; and (4) an examination of ways in which political identity can affect the consumer journey in retailing. Overall, the insights from this article can help retailers better utilize consumers’ political identity for their strategy and tactical implementation process.

Suggested Citation

  • Jung, Jihye & Mittal, Vikas, 2020. "Political Identity and the Consumer Journey: A Research Review," Journal of Retailing, Elsevier, vol. 96(1), pages 55-73.
    • Handle: RePEc:eee:jouret:v:96:y:2020:i:1:p:55-73
    DOI: 10.1016/j.jretai.2019.09.003
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    References listed on IDEAS

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    8. Kiju Jung & Ellen Garbarino & Donnel A. Briley & Jesse Wynhausen, 2017. "Blue and Red Voices: Effects of Political Ideology on Consumers’ Complaining and Disputing Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 477-499.
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    3. Thomas Usslepp & Sandra Awanis & Margaret K Hogg & Ahmad Daryanto, 2022. "The Inhibitory Effect of Political Conservatism on Consumption: The Case of Fair Trade," Journal of Business Ethics, Springer, vol. 176(3), pages 519-531, March.
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    7. Madani, Fatima & Seenivasan, Satheesh & Ma, Junzhao, 2021. "Determinants of store patronage: The roles of political ideology, consumer and market characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    8. Klement Podnar & Urša Golob, 2024. "Brands and activism: ecosystem and paradoxes," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 95-107, March.
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    10. Liu, Jianhui & Kassas, Bachir & Lai, John, 2023. "Investigating How Political Messaging Matters for Food in the United States," 2023 Annual Meeting, July 23-25, Washington D.C. 335511, Agricultural and Applied Economics Association.
    11. Anil Mathur & George P. Moschis, 2022. "Do Personal Values and Political Ideology Affect Sustainable Consumption?," Sustainability, MDPI, vol. 14(23), pages 1-21, November.
    12. Vadakkepatt, Gautham G. & Winterich, Karen Page & Mittal, Vikas & Zinn, Walter & Beitelspacher, Lauren & Aloysius, John & Ginger, Jessica & Reilman, Julie, 2021. "Sustainable Retailing," Journal of Retailing, Elsevier, vol. 97(1), pages 62-80.
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