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INTEREST CATEGORY: CONSUMER BEHAVIOR
POSTING TYPE: Calls: Journals

Author: James Ellis

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JACR issue on

Consumer Movements and Activism

Issue Editors: Jay Handelman and Henri Weijo

As traditionally conceived, a consumer movement is a concerted effort by activists with a particular concern for a given social and political arrangement to mobilize the power of consumers’ consumption practices into a collective effort to change the prevailing social order. However, 21st century social media fueled consumer activism is challenging this conceptualization. Today, movements and activism are everywhere and increasingly diverse, attracting followers from all walks of life. Consumer activism has become tightly entwined with some of the most consequential social change movements of our time. The #BlackLivesMatter and #MeToo movements feature consumer activism targeting companies and their brands whose corporate practices do not align with demands for equity, diversity, and inclusion. Activism around climate change has given rise to ‘everyday’ activists such as Greta Thunberg who directly link our consumption practices with the declining health of our environment. Growing political polarization and shifts in political ideology further compound societal change pressures, with clear consequences for movements and activism. While consumer movements have traditionally aligned with progressive and liberal ideologies, today we are seeing consumer movements with more diverse political ideological backgrounds pressuring companies to align their brands with – or disavow – certain political interests. These ideological shifts and advances in social media technology fundamentally change the way consumer movements operate and the way consumer activists fight for change.

Read the full call for papers here:

Editorial Timeline

• Initial manuscript submission: May 1 – July 1, 2023
• Deadline for submission of final manuscripts: June 15, 2024
• Publication Date: October 2024