Value Change and Political Action

Abstract

Understanding how people engage in politics, and what motivates them to do so, has been an ongoing concern in the social science literature. Over the past decade, scholarly interest in boycotts and buycotts, which collectively comprise political consumerism—the deliberate purchase or avoidance of products for political or ethical reasons—has increased. However, these activities not been well conceptualized, and it is not clear what motivates people to engage in political consumerism. In this paper, I theorize that postmaterialist values increase the likelihood of engaging in political consumerism in the United States. To test this expectation, I use original, nationally representative U.S. survey data, and I find that postmaterialist values significantly increase the likelihood of engaging in political consumerism, while materialist values not, with controls in place for partisanship, ideology, and other democratic norms.