Examining the Role of Political Ideology and Moral Attitudes in Shaping Consumer Activism

In an era of heightened political polarization, understanding the forces that drive consumer activism is more critical than ever. The present research investigates the influence of political ideology and moral convictions on consumer activism behaviors such as boycotting and protesting. Through a series of empirical studies, it examines the roles of moral identity, emotional responses, and contextual factors such as business size and legality of protests in shaping consumer activism. The findings demonstrate that while liberals are traditionally seen as more inclined towards activism, conservatives also engage in activism when their moral norms are threatened. Context significantly influences moral judgments and activism intentions, with liberals maintaining consistent moral convictions regardless of protest legality, while conservatives' reactions are more situational. This research enhances the theoretical framework of moral conviction by integrating emotional responses, showing that both positive sentiments towards victims and negative sentiments towards companies drive activism. Additionally, it offers practical implications for marketers and policymakers to navigate the polarized marketplace and effectively engage with diverse consumer segments. Overall, this research contributes to the theoretical frameworks of moral psychology and consumer behavior, offering valuable insights into the mechanisms underlying consumer activism and the conditions that foster such behaviors.