Understanding Consumer Activism in Digital Environments

This study explores consumer-activism in digital environments. Based on a netnography/ discourse analysis of an online petition it finds that the activists form an online public that is mediated by a degrowth discourse. The study contributes to consumer activism literature by highlighting the peculiarities of online-activism publics.


Philipp K. Wegerer (2020) ,"Understanding Consumer Activism in Digital Environments", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 164-167.


Philipp K. Wegerer, MCI Management Center Innsbruck


NA - Advances in Consumer Research Volume 48 | 2020

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