Abstract
A survey of the consumer research literature revealed few instances of “consumer buycotts,” i.e., efforts by consumer activists to induce shoppers to buy the products or services of selected companies in order to reward these firms for behavior consistent with the goals of the activists. The few cases did however prompt some thoughts on the development of a conceptual framework for understanding the place of buycotts on a consumer activist agenda. The framework is briefly described and examples presented of prospective uses to be made of buycotts by consumer groups. Also presented is a set of basic research questions concerning buycotts which should be of interest to scholars as well as practitioners.
Zusammenfassung
Eine Durchsicht der Literatur zur Verbraucherforschung zeigt einige wenige Beispiele eines Verbraucher-“Buycotts”, also der Bemühung von Verbraucheraktivisten, Konsumenten zum Kauf von Produkten solcher Unternehmungen zu bewegen, deren Verhalten den Zielvorstellungen der Aktivisten entspricht und die deswegen belohnt werden sollen. Diese wenigen Fälle geben Anlaß für einige grundsätzliche Überlegungen zur Entwicklung eines konzeptionellen Rahmens für das Verständnis des “Buycotts” und seiner Bedeutung als möglicher Aktionsparameter der Aktivisten. Der Beitrag skizziert einen solchen Bezugsrahmen und lefert Beispiele für künftige Einsatzmöglichkeiten des “Buycotts” als Instrument von Verbraucherverbänden. Schließlich werden einige Forschungsfragen formuliert, deren Antwort sowohl für Wissenschaftler wie auch für Praktiker von Interesse sein dürfte.
Similar content being viewed by others
References
Bandura, A. (1969). Principles of behavior modification. New York: Holt, Rinehart, & Winston.
Bandura, A. (1987). Self-regulation of motivation and action through goal systems. In: V. Hamilton & N. H. Fryda (Eds.), Cognition, motivation, and affect: A cognitive science review. Dordrecht: Martinus Nijhoff.
Bird, M., & Robinson, J. (1972). The effectiveness of the union label and “buy union” campaigns. Industrial and Labor Relations Review, 25, 512–523.
Clary, M. (1991). Save Twin Peaks! Adweek's Marketing Week, April 29, p. 17.
Elliot, S. (1992). When products are tied to causes. New York Times, April 18, p. 17.
Entine, J. (1994). Shattered image. Business Ethics, 8, 23–29.
Friedman, M. (1991). Consumer boycotts: A conceptual framework and research agenda. Journal of Social Issues, 47, 149–168.
Lohr, S. (1993). New appeals to pocketbook patriots. New York Times, January 23, p. 17.
Lyons, J. (1994). Boycott reports. Boycott Quarterly, 2 (Fall), 14–17.
McCarthy, J., & Zald, M. (1973). The trend of social movements in America. Morristown, NJ: General Learning Press.
Piott, S. (1981). Missouri and the Beef Trust. Missouri Historical Review, 76, 31–52.
Putnam, T. (1993). Boycotts are busting out all over. Business and Society Review, 85 (Spring), 47–51.
Smith, N. (1990). Morality and the market. London: Routledge.
Stuart, E. (1992). When products are tied to causes. New York Times, April 18, p. 17.
Additional information
Monroe Friedman is a Professor of Psychology at Eastern Michigan University, Ypsilanti, MI 48197, USA.
Rights and permissions
About this article
Cite this article
Friedman, M. A positive approach to organized consumer action: The “buycott” as an alternative to the boycott. J Consum Policy 19, 439–451 (1996). https://doi.org/10.1007/BF00411502
Issue Date:
DOI: https://doi.org/10.1007/BF00411502