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Consumers’ power

In: Pro Logo

Author

Listed:
  • Michel Chevalier
  • Gérald Mazzalovo

Abstract

What if the act of purchase proved to be the revolution of the twenty-first century? In this chapter and the following one, we will describe the emergence of a new type of power consumers wield on the playing field of globalized trade. We have finally come to the development of the third proposition of our thesis: when consumers behave responsibly, they can make brands reinforce actions that generate social, cultural, economic, and even moral progress.

Suggested Citation

  • Michel Chevalier & Gérald Mazzalovo, 2004. "Consumers’ power," Palgrave Macmillan Books, in: Pro Logo, chapter 0, pages 221-238, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50889-7_9
    DOI: 10.1057/9780230508897_9
    as

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