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Structured consumer action

In: Pro Logo

Author

Listed:
  • Michel Chevalier
  • Gérald Mazzalovo

Abstract

Consumers are better informed about brands and about the purchases they make than is generally thought. Consumer isolation and passivity are not inevitable. Since the birth of the consumer movement in the 1960s, prosperous and powerful organizations have been working to inform consumers, assist them in choosing, and provide them with the means to compare the different product and service offerings available. These movements also do much more than that. They bring consumers together, giving them a chance to make their point of view heard and get organized. In certain cases, they can organize boycott campaigns to force companies to change their behavior.

Suggested Citation

  • Michel Chevalier & Gérald Mazzalovo, 2004. "Structured consumer action," Palgrave Macmillan Books, in: Pro Logo, chapter 0, pages 239-262, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50889-7_10
    DOI: 10.1057/9780230508897_10
    as

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