Shoppa dig till en bättre värld? En studie av politisk konsumtion som verktyg för förändring

Abstract: This thesis examines political consumerism as a political tool for change. Consumers' attitudes and behaviour towards political consumerism is of special interest. The method used is a questionnaire with 59 participating students. Their answers are analysed both quantitatively and, to a lesser degree, qualitatively. The theoretical framework consists of Fishbein and Ajzen's theory of reasoned action and previously published research of essence. The consumers in this study generally rank corporate social responsibility (CSR) as important. Two-thirds of the respondents have participated in political consumerism. Price and quality of the product are crucial factors in the decision to buy ethically certified goods. Moreover, one-third of the consumers have bought ethically certified goods at least once a month during the last twelve months. The results are gender independent. The study shows a distinct correlation between attitude and behaviour, since a majority of those who think that CSR is important have participated in political consumerism themselves. Participants in political consumerism are generally politically active in other ways as well. Regardless, the participants rank political consumerism as a more effective strategy than supporting petitions, demonstrating or endowing with money ? only voting in general elections ranks higher.