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Framing consumer education conceptual innovations as consumer activism: Consumer curricular innovations as consumer activism

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Abstract

This position paper developed the argument that creating innovative and forward-thinking conceptual approaches to consumer education is a proactive process, the trademark of consumer activism. Assuming that (re)conceptualizing consumer education is a form of consumer activism, this paper identified the conceptual contributions and intellectual innovations of 24 consumer education initiatives in North America (1962-2012). Using an historical analysis method, this study profiled consumer educators who tried to stay ahead of the curve by creating leading-edge approaches to socializing people into their consumer role. In effect, they were expressing their personal and intellectual convictions about the potential and possibilities of consumer education as a means to promote change in order to protect and empower people in their consumer-citizen role. This article is protected by copyright. All rights reserved.

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... With the advent of technology and hyperconnectivity, Gen Z are prone to actively spread negative word of mouth about the brands who they perceive as morally irresponsible (Goldring & Azab, 2021). This behaviour of Gen Z can be termed as consumer activism, as they aim to change the way brands function in the current environment, i.e., bring about a change in the social order (Holt, 2002;McGregor, 2016) where consumers dictate brands' actions and not vice versa. ...
... The current paper aims to address this research gap. In line with the definition of consumer activism (McGregor, 2016) and green behaviour (Moser; 2016); we offer a unique perspective of green behaviour in the social media context. Understanding green behaviour in the social media context is important as social media is the new mode of communication for Gen Z, on getting information about brands and products and making purchase decisions (Swaminathan et al., 2020). ...
... Given this ongoing problem, consumer research has attempted to explain what triggers consumer activism against the improper disposal of potentially harmful products, also known as dumping (Albers and Gelb 1991;Paço and Gouveia Rodrigues 2016;Doherty and Webler 2016;Liao et al. 2019;Zhang et al. 2020). Consumer activism has been described as a proactive process where consumers participate in a variety of behaviors that are entrenched in social, political, or personal beliefs (McGregor 2016). In other words, these consumers believe in a cause (McGregor 2016). ...
... Consumer activism has been described as a proactive process where consumers participate in a variety of behaviors that are entrenched in social, political, or personal beliefs (McGregor 2016). In other words, these consumers believe in a cause (McGregor 2016). Considering improper product disposal, consumer activists may oppose the location of a facility that stores, recycles, or manages potentially harmful products (Wolsink 1994;Wolsink and Devilee 2009). ...
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Recent scholarship has attempted to explain consumer activism in a variety of contexts. Most studies have tested the VBN theory in wealthy countries. Other research suggests that consumers in developing countries are less likely to engage in any type of activism behaviors because personal norms are quite low when compared to wealthy countries. This study tests the role of personal norms in both the United States and Mexico regarding the disposal of potentially harmful products. The research finds that personal norms play a unique and significant role in predicting consumer activism intention in the United States, but not in Mexico.
... There should be appropriate interaction with various stakeholders too. According to McGregor [83,84], the education program, as part of the creation of environmental awareness, should empower the people. This empowerment could instigate change so that people would be able to change their intentions and behavior toward sustainability [85]. ...
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Sustainability is defined as socio-economic accomplishment without compromising the natural environment. The objective of the research is to assess the role of the government in driving sustainability as explained in the UN Sustainability Development Goals (SDGs). The research used content analysis and survey methods to understand the critical role of the government in achieving sustainable development and the perceptions of Saudi Arabian residents in this regard. The findings of the content analysis showed that the role of government at all levels is important to achieving sustainable development. The survey results also support the findings of the content analysis and show that the government's role in attaining sustainability is significant. All the variables of sustainability about government role proved to be very important. The research provided appropriate policy and practical implementation to facilitate the achievement of sustainability. The policy implications are that the government at all levels needs to ensure appropriate laws, regulations, codes, and the adoption of those rules to drive sustainable development. They also ensure that they have allocated resources to achieve sustainable development. In practical terms, the government should devise strategies for all levels of government to drive sustainable development. It should also set up participatory frameworks to ensure increased public involvement in urban planning and introduce education and public campaigns. Doi: 10.28991/ESJ-2024-08-03-023 Full Text: PDF
... Accordingly, in the realm of consumer movements, limited research exists on the explicit or subtle interconnectedness between consumer resistance and socio-cultural forces shaping global consumer culture. Very few studies generalised their findings or reflected upon the transnational or global effect of consumer movements' activities, such as the historical roots of consumer activism (Lang & Gabriel, 2005); Fair Trade and social justice in a global marketplace (Scott et al., 2011); and the potential of consumer education to promote social change (McGregor, 2016). ...
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Although culturally oriented consumer research has examined the impact of consumer movements and consumer activism on lifestyle and group consumption, the interrelationships between consumer culture theory and new social movements has remained unexplored. Contrasting and critically discussing the activities and aims of consumer and new social movements, this study indicates that new social movements have both a subtle and direct impact upon the central theoretical pillars of Consumer Culture Theory. Exploring two urban social movements, as mini-case studies, this paper shows and critically discusses how protesters’ activities shaped a) spaces of marketplace cultures, b) consumer ideology and c) the macro-institutions that influence consumption. The findings can prompt scholars to rethink and re-imagine CCT through the prism of politics and collective demands for social change.
... Consumer education aims to introduce knowledge and skills so that people act as informed, rational, and cautious consumers. Proper education reduces the risks of unwise consumer choices (Benn, 2004;Goldsmith & Piscopo, 2014;McGregor, 2016;Renold, 2008). Home economics education thus includes consumer education, as some consumer contents are part of the home economics subject. ...
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... (2) resource management (including finances, purchasing and sustainable consumption) and (3) citizen participation, consumer protection and advocacy (including rights and responsibilities). All or some of these three dimensions are integrated into most consumer education initiatives (McGregor, 2016). ...
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Purpose The purpose of this paper is to assess the current state of consumer education in the context of responsible gambling in Macao and to suggest ways in which Macao could enhance its consumer education efforts to meet its challenges with regard to responsible gambling. Design/methodology/approach Exploratory and interpretative approaches have been adopted to suggest why and how Macao should strengthen responsible gambling education. The methodology involved extensive review of relevant academic research, government documents and reports related to Macao's responsible gambling initiatives. Findings Effective long-term responsible gambling education is needed in Macao to further people's understanding of gambling and gambler's fallacy. The government should take leadership in influencing all stakeholders toward effective initiatives and behaviors related to responsible gambling education. Originality/value Although research on responsible gambling education is still in its infancy, its importance in reducing common misconceptions about gambling has already been established. This study contributes to strengthen Macao's responsible gambling practices by proposing several changes needed to provide desired outcomes through consumer education.
... In accordance with research (Sandlin and Milam 2008;Prothero et al. 2011;McGregor 2015), consumer activism and anti-consumption are taken into relation with consumer education in the interviews. Vera (expert in a national consumer protection agency) wants to see "consumption and its conditions more tangible in school education." ...
... In accordance with research (Sandlin and Milam 2008;Prothero et al. 2011;McGregor 2015), consumer activism and anti-consumption are taken into relation with consumer education in the interviews. Vera (expert in a national consumer protection agency) wants to see "consumption and its conditions more tangible in school education." ...
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Do activists lead happier and more fulfilled lives than the average person? Two online surveys using a sample of college students (N = 341) and a national sample of activists matched with a control group (N = 718) demonstrated that several indicators of activism were positively associated with measures of hedonic, eudaimonic, and social well-being. Furthermore, in both studies, activists were more likely to be “flourishing” (Keyes, 2002) than were nonactivists. A third study of college students (N = 296) explored the possible causal role of activism by measuring well-being after subjects either engaged in a brief activist behavior, a brief nonactivist behavior, or no behavior. Although well-being did not differ substantially between these three groups, the subjects who did the brief activist behavior reported significantly higher levels of subjective vitality than did the subjects who engaged in the nonactivist behavior. Potential mediators of the relationship between activism and well-being and the usefulness of these findings are discussed.
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Far from ephemeral consumer trends, buying green and avoiding sweatshop-made clothing represent the most recent points on a centuries-long continuum of American consumer activism. A sweeping and definitive history of this political tradition, Buying Power traces its lineage back to our nation’s founding, revealing that Americans used purchasing power to support causes and punish enemies long before the word boycott even entered our lexicon. Taking the Boston Tea Party as his starting point, Lawrence Glickman argues that the rejection of British imports by revolutionary patriots inaugurated a continuous series of consumer boycotts, campaigns for safe and ethical consumption, and efforts to make goods more broadly accessible. He explores abolitionist-led efforts to eschew slave-made goods, African American consumer campaigns against Jim Crow, a 1930s refusal of silk from fascist Japan, a range of contemporary boycotts, and emerging movements like fair trade and slow food. Uncovering previously unknown episodes and analyzing famous events from a fresh perspective, Glickman emphasizes both change and continuity in the long tradition of consumer activism. In the process, he illuminates moments when its multifaceted trajectory intersected with fights for political and civil rights. He also sheds new light on activists’ relationship with the consumer movement, which gave rise to lobbies like the National Consumers League and Consumers Union as well as ill-fated legislation to create a federal Consumer Protection Agency. A powerful corrective to the notion that a consumer society degrades and diminishes its citizenry, Buying Power provides a new lens through which to view the history of the United States.
Article
The challenges and problems encountered in evaluating consumer education programs are discussed. This article focuses on the evaluation research literature and the experiences of the authors in attempting to evaluate a major consumer education program.
Article
Pellagra was in existence for nearly two centuries in Europe before being recognized in the United States, where it was first reported in 1902. Over the next two decades, pellagra occurred in epidemic proportions in the American South. Poverty and consumption of corn were the most frequently observed risk factors. Since the exact cause and cure of pellagra was not known, a culture of "pellagraphobia" formed among the public. Patients were shunned and ostracized. The medical community implicated spoiled corn as the cause of pellagra, which had economic repercussions for agriculturists. Joseph Goldberger, MD, of the United States Public Health Service eventually solved the secret of the malady: faulty diet. Goldberger was able to prevent and induce pellagra by dietary modification, a landmark event in the annals of medicine, nutrition, and epidemiology. His work and the social history of that period are reviewed.
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