Boycotter as 'Pioneers' who Encourage Policy Changes? Presenting a Multi-layered Model on the Democratic Political Impact of Political Consumerism

Political Consumerism has become an important means to express political preferences. It consists either in the deliberate decision to “buycott” a product for political reasons or in the decision to reject buying i.e. to boycott a purchase. Buycotting in particular relies on the existence of regulations and informative guidelines which allow for identifying a “good” purchase. Yet, neither labelling schemes nor green policies have always existed in a country. The line of argument developed in the paper thus stems from the observation that it first needs an impetus for their spreading. It needs “pioneers” who are (1) eager to promote the introduction of such schemes and political initiatives, and, for doing so, are (2) willing to politicise consumer decisions also in their absence. Boycotters express discontent with prevailing practices and regulations. Hence, they reflect this lookout for political changes. Besides, unlike the buycott, boycotting is geared to the missing of green policies and (information on) responsible production. The paper presents the integrated results of a cross-country study of 20 European democracies and a survey conducted among 1.350 individuals living in Germany which endorse this key role of boycott(er)s in the establishment of labelling schemes in particular, and green policy making more in general. The findings suggest a (non-linear) growing effect where boycotter act as “pioneers” who, by starting to politicise purchasing decisions, inspire and advance political changes. Against this background, the paper concludes with discussing the political impact and democratic relevance of political consumerism as a form of political participation, in Europe and beyond.