Political Consumerism: Possibilities for International Norm Change

[摘要] ENGLISH ABSTRACT: Consumers are gradually becoming influential actors in the international arena. The21st century consumer has taken on a new identity, namely that of a citizen-consumer.A rising awareness of the importance of ethical purchasing behaviour has madepolitical citizen-consumers a vehicle through which change in normative behaviour inthe capitalist world economy could be attained. Activists have realised the support thatpolitical consumers could give to campaigns that strive to achieve norm change.Consumers have the power to hold multinational corporations (MNCs) accountable forunjust practices, and through their purchasing decisions, pressure MNCs to change themanner in which they operate.In order to determine to what extent political consumerism could contribute tointernational norm change, one has to understand how norms emerge, when norms areaccepted and at which point norms become internalised. The theoretical framework ofthe life-cycle of norms is ideal to test the possibilities that political consumerism holdsin the quest for norm change. The application of norm life-cycle framework to casestudies provides evidence that political consumerism has already announced itself as avehicle for change. Campaigns such as the conflict diamonds campaign and the FairTrade movement have already successfully co-opted consumers to support the goals ofthese campaigns and have achieved some results in changing the behaviour andpolicies of MNCs. Political consumers have therefore already embarked on thejourney towards norm change, but have not yet been able to bring the norm tointernalisation.The study determines which stage in the norm life-cycle political consumerism hasmanaged to reach. Related to this, it asks whether it is in fact possible for activists andpolitical consumers to complete the norm life-cycle and thereby effect norm change toenhance capacity for social justice in capitalism. The study also concerns itself withthe persuasion strategies that have been used and could still be used by activists topursue change in the normative behaviour of consumers and MNCs. Persuasion iscentral to convincing actors to accept and internalise a new norm. The study situatesthese persuasion strategies within the norm life-cycle, in order to identify thechallenges facing the consumer movement and possible solutions to assist politicalconsumerism to reach its full potential.

[发布机构] Stellenbosch University