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Profile of the Latin American Buycotter
Abstract
Profiles of Latin American buycotters are compared. Buycotters are consumers that over the past year have rewarded a socially responsible company by either buying their products or speaking positively about the company to others. Globescan allowed us to use data from 2013 representative samples of Argentina (n=1,013), Brazil (n=400), Chile (n=1,200), Mexico (n=400) and Peru (n=512). With these secondary data, an ordered logistic regression was performed to determine which variables were significant to explain buycotting behavior. Some slight coincidences (gender, education) and differences (age, income) were found in the comparison of Latin American countries.
... For instance, Rössel and Schenk (2018) find that education is positively related to all forms of political activism, but other variables, such as nationality and gender, have a similar influence on political activism. In the same sense, Schwalb and García-Arrizabalaga (2016) find that only in some of the Latin American countries studied, the highly educated tend to buycott more than the less educated. In the case of the European buycotter, these authors conclude that buycotting can be only partially explained by education. ...
... However, this is not true in countries with the lowest and the highest level of PC. Mixed results like these have been already reported by Schwalb and García-Arrizabalaga (2016) and Rössel and Schenk (2018). These authors stated that education does not always influence the level of PC, but when it does (countries with a medium-high level of political consumerism), it seems to influence in the direction stated by the PC literature. ...
This study analyzes secondary data for a sample of 4,606 consumers from 10 countries to measure their political consumerism (having boycotted or buycotted a product or brand in the last year). It also determines the profile of the international political consumer. The non-parametric CART (Classification and Regression Trees) technique is used for the analysis. The results identify the consumer’s country of residence as the most influential variable on political consumerism, followed by consumers’ environmental concerns and level of education. Given the complexity of the country construct, future studies should analyze specific aspects related to the social context of each country.
... Finally, others posit that no significant differences were found in age groups as to the likelihood of engaging in PC (Copeland, 2014). A recent study about the Latin America buycotter found no significant association to buycotting in some countries but direct significant association in others (Schwalb & García-Arrizabalaga, 2016). ...
... On the other hand, another study in Latin America (Schwalb & García-Arrizabalaga, 2016) found that only in some of the analyzed countries, highly educated consumers are more prone to buycott than the less educated. Nevertheless, in other countries, the results do not confirm this relationship. ...
Buycotting is one of the most common expression of political consumption, a kind of non-conventional political participation that is increasingly replacing more traditional forms of political activism. However, despite the growing importance and interest in buycotting, mainly in Europe, little is still known about the European buycotter profile. Most studies on the European buycotter show inconclusive results. Buycotters are consumers that, over the past year, have considered rewarding a socially responsible company by either buying their products or speaking positively about the company to others. GlobeScan allowed us to use data from representative samples of France (n = 502), Germany (n = 500), Spain (n = 400) and United Kingdom (n = 501). With these secondary data, an ordered logistic regression was performed to determine which variables were significant to explain buycotting behavior. Regarding socio demographic variables, no significant differences were found in gender. Age reveals a significant inverse relation to buycotting in the United Kingdom. In Spain and the UK significant differences are also found in education: the higher the education, the higher the probability of being a buycotter. Environmental concern is the variable that most contribute to explain the European buycotter profile in all countries studied but Spain. This research is important for the new studies that are carried out in other countries, mainly in Latin America. It is also relevant for companies, because having a clear image of those who buycott their products, marketers can develop different strategies to address them.
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