Political Consumerism in Canada

A Critical Analysis of the Demographic and Lifestyle Predictors for Boycotting and Buycotting

Abstract

What are the main demographic and lifestyle predictors that influence motivation behind political consumerism? Do lifestyle predictors such as social networking site usage change in relation to demographic factors such as age, income, or educational attainment status? Using data from the 2013 Statistics Canada General Social Survey on Social Identity, a multivariate logistic regression analysis was conducted to investigate the relationships between age, educational attainment, the frequency of usage of social networking sites, and political consumerist activities. Specifically, the political consumerist acts of boycotting and buycotting are analyzed. Findings suggest that political consumerism is most common amongst highly educated citizens and non-visible minorities. Additionally, across all age categories individuals with higher levels of annual income are more likely to participate in political consumerism. These findings are important because they contribute to the literature around demographic characteristics of political consumerists in Canadian society. Further, this study reinforces academia that suggests boycotting and buycotting are emerging practices of political activism in the form of consumerism. These acts challenge traditional notions of activism by influencing corporate practices and increasing ease and accessibility for citizens to express political opinions.

Faculty Mentor: Shelley Boulianne

Department: Sociology (Honours)