The Concept of “Consumerism” from a Consumer Activist Perspective

Abstract

The chapter defines the concept of ‘consumerism' and discusses its different perspectives which emerged during its historical development. The author adopts the second perspective of consumerism which posits that consumerism is a movement aimed at safeguarding the interests and rights of consumers. This view is closely related to the concept of social responsibility (CSR) and subsequently societal marketing. There is evidence in the literature to suggest that in an era of increasing social problems and environmental challenges, there is a need for CSR and sustainable marketing. In fact, the second definition of consumerism is inextricably linked with CSR and societal marketing. The chapter is conceptual in nature and provides a review of some of the latest trends in the field such as boycotting, sustainable consumption, internet activism, anti-branding, Fair trade, green consumerism, and sustainable marketing. The discussion is concluded by providing some suggestions to practitioners and directions for future research.