Political consumerism, young citizens and the Internet

Abstract

Evidence suggests that purchasing products for ethical or political reasons−also known as political consumerism−may be gaining in importance. With (young) people’s declining voting rates and a general disinterest in political institutions, scholars and political elites alike are speculating on the evolution of citizenship. Research shows that citizens in countries like the UK see issue and life-style-based politics as increasingly relevant. These developments point to an interest in understanding political consumerism and its relationship to citizenship. Through analysis of a survey conducted among 1215 respondents in the UK, this article presents evidence in particular for youth’s notable presence online and their affinity for a particular strain of political consumerism identified as socially conscious consumption. It explores the relationship between this consumption and online and offline political participation. It discusses the potential for political consumerism to play a larger role in traditional political realms and particularly through the utilization of technology.