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How political ideology drives anti-consumption manifestations

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JournalJOURNAL OF BUSINESS RESEARCH
DateAccepted/In press - 31 Jan 2021
DateE-pub ahead of print - 13 Feb 2021
DatePublished (current) - May 2021
Volume128
Pages (from-to)61-69
Early online date13/02/21
Original languageEnglish

Abstract

This article examines the role of political ideology as a motivation for general and targeted anti-consumption. Using data from a cross-sectional online survey conducted in the United Kingdom, we provide a unified model of the ways in which the economic and the sociocultural dimensions of political ideology are associated with anti-consumption manifestations (i.e., suspicion of marketing and intention to boycott) at the individual level. We show that 1) both kinds of manifestations of anti-consumption are found among politically extreme— versus moderate—individuals, 2) pro-market attitudes and authoritarianism have opposite effects on the likelihood of evincing anti-consumption attitudes and behaviours, and 3) authoritarianism moderates the overall negative effect of pro-market attitudes on anti-consumption manifestations. Our findings have implications for the persuasiveness of anti-consumption campaigns.

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© 2021 Elsevier Inc. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy.

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