Vol: 5, Issue: 3 2015

Page: 57-61

Consumer Activism: A Study to Boycott Movement

Aamer Pasha

Consumer activism is activism undertaken on behalf of consumers, to assert consumer rights. The range of activities undertaken by consumers or NGOs to make demands or state their views about certain causes linked directly or indirectly to a company. The activists and consumer in the movement hope to provide security and healthy standards for employed consumers. The state should protest against profiteers, disease, unemployment, and market fluctuations. Consumer movements challenge social order and transform it through the propagation o ideology of consumption in hopes of dramatically changing mainstream views. The ideal goal is to push consumers to question the morality of a purchased product’s origins. Consumer activist tactics can include complete boycott of a product brand, petitioning the government, media activism, and organizing interest groups. These days, consumer activism often happens both online and offline and can cross borders.