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Consumer empowerment
Edited by Len Tiu Wright
Introduction
Much of the developed world is characterised by consumption practices that have moved far beyond the primary utilitarian function of serving basic human needs. Indeed, today consumers are often regarded as co-creators of the value that they derive from a product or service ([60] Senge and Carsted, 2003). Individuals reflect their values and beliefs by what they purchase and do not purchase ([13] Dickinson and Hollander, 1991). Further, consumption can fill the hunger for a space in which to construct a sense of self and what is important in life ([39] Kozinets, 2001). Set in this context, high levels of consumption desire can be perceived as a dominant thrust of society ([33] Holbrook, 2005). This establishment of a consumption culture has been accompanied by mounting concern among many consumers about the impact of consumption levels generally on the natural environment as well as on their personal well being and that of others ([11] Diamantopoulos et al. , 2003; [71] Strong, 1996; [63] Shaw and Clarke, 1999). An increasing number of individuals seek to act beyond their own immediate interests as a consumer and consider the impact of their choices on wider society ([17] Doane, 2001). In this context, therefore, notions of consumer citizenship ([41] Lang and Gabriel, 2005) have become important.
In marketing terms, this shift in consumer behaviour towards ethical concerns has resulted in significant market growth in some sectors. The ethical purchasing index published by the co-operative bank reports that in the UK the market for ethical products and services was worth £19.86 billion in 2002. While reporting growing support for ethical alternatives, the ethical purchasing index claims that £2.6 billion was lost to large brands subject to consumer boycotts. Such acts of consumer resistance in the marketplace are, as will be shown, also witnessed in other parts of Europe. Such aware consumer behaviour, therefore, is increasingly being regarded as a legitimate form of empowerment ([6] Carrigan et al. , 2004).
Levels of consumer activism in the marketplace have been fuelled by increased exposure to and accessibility of information about global concerns ([50] Nicholls, 2002). Reports of unethical business practices are no longer confined to marginal activist groups as the media attention given to ethical...