Table 2 Categorization of different...

Table 2

Categorization of different forms of consumer resistance based on level of organization and mode of resistance

A table comparing reactive and proactive resistance behaviors at individual and collective levels.

The table contains three rows and three columns. The first row contains the row header and the column headers. The first column contains the row headers. From left to right, the column headers are as follows: Column 1: Mode of resistance, Column 2: Reactive (opposition to the mainstream), Column 3: Proactive (creating alternatives). From top to bottom, the row headers are as follows: Row 1: Level of organization, Row 2: Individual, Row 3: Collective. The row-wise entries of the data are as follows: Row 2: Column 1: Individual; Column 2: Avoiding and boycotting brands that do not align with individual’s values or are known for unethical practices. Resisting marketing messages such as blocking ads and digital detox through quitting social media platforms; Column 3: Engaging into ethical consumption by buying sustainable brands, minimizing the consumption and supporting fair trade. Do-it-yourself culture leading to self-sufficiency while making goods for personal use instead of buying mass produced alternatives (for example: home gardening and household repairs). Row 3, Column 1: Collective; Column 2: Organized protests and social movements pressuring multinational firms or brands to transform to sustainable, diverse, and inclusive better alternatives; Political and nationalist movements that encourage the purchase of domestic products over global brands (For example, Buy American or America First, Buy British campaigns post-Brexit). Column 3: Alternative marketplaces like sharing economy and collaborative consumption, co-ops, and decentralized finances, et cetra. Buy local movements that prioritize small local businesses over large multinational corporations (for example community-owned stores and local farmer’s market). Advocating for systemic change like circular economy or regenerative economy. The note at the bottom of the table reads “Source(s): Authors’ own work”.

View large

Sharing Unavailable