Critical consumption is the conscious choice to buy or not buy a product because of ethical and political beliefs. The critical consumer considers characteristics of the product and its realization, such as environmental sustainability and respect of workers’ rights. Critical consumers take responsibility for the environmental, social, and political effects of their choices. The critical consumer sympathizes with certain social movement goals and contributes towards them by modifying their consumption behavior.
Analysis of critical consumption uses different terms to refer to boycotting and buycotting actions. These include ethical consumption and political consumerism, and sustainable consumption, which is more linked with policy.
Often consumer and citizen are considered as different because consumers only show self-interest, whereas citizens denote expanded self-interest. The general idea is that, consumers buy what they want—or what they have been persuaded to want—within the limits of what they can get. Citizenship, on the other hand, carries duties or responsibilities along with various rights. Since consumers are seen also as citizens they have to behave in a community-oriented, moral and political way, rather than as a self-interested one.
Political use of consumption
One variety of critical consumption is the political use of consumption: consumers’ choice of “producers and products with the aim of changing ethically or politically objectionable institutional or market practices.” Such choices depend on different factors, such as non-economic issues that concern personal and family well-being, and issues of fairness, justice, ethical or political assessment. Forms and tools of political use of consumption are boycotting and "buycotting" (anti-boycotting), and also culture jamming or adbusting.
Political consumerism is a form of political engagement, especially for young generations. In addition, market-based political strategies of young citizens go beyond boycotting and “buycotting”; they also participate in internet campaigns, becoming active consumers. Their individual choices become political movements able to challenge political and economic powers. As a political actor, the consumer “is seen as directly responsible not only for him or herself but also for the world”. The phenomenon of political consumerism takes into account social transformations like globalization, the ever-increasing role of the market, and individualization.
Studies from the UK, Germany, Italy, France, North America, and Scandinavia argued that consumers are becoming increasingly politicized according to boycott and buycott principles. In particular, Scandinavian people seems to be more committed to political consumerism, for example Sweden increased his average of boycotting episodes from 15 percent in 1987 to 29 percent in 1997.
It is difficult to assess whether political consumerism is a meaningful or effective form of political participation.
Historical background
The pursuit of fair consumption has deep roots in consumption history. During the American Revolution, sympathizers of the American cause refused to buy English goods, to support the colonists' rebellion. This act of conscious choice is an early example of both critical and political consumption. Traces of these two concepts can be found at the turn of the nineteenth century in the United States, where the National Consumer League promoted the so-called “Whitelists”, in which companies that treated their employees fairly were listed.
At the end of the century, early forms of political activism in consumption took place in the United States and Europe, like the “Don't Buy Jewish” boycotts. Organizations were established that asked consumers to join the consumption-related actions as active subjects.
A variety of discourses about the “duty” and “responsibilities” of social actors arose after the 1999 World Trade Organization protests in Seattle. People were told that to shop is to vote.
Boycotting and "Buycotting"
Boycotting and "buycotting" (Anti-boycott) are expressions of an individual’s political, ethical, or environmental stance. Both boycotting and buycotting are acts of critical consumption and they are mutually contingent. In fact, if the use-value or utility of a product is important, then it is difficult to view them as separate actions.