Date of Award

Spring 2024

Document Type

Thesis

Degree Name

Master of Science (MS)

Department

Psychology

Committee Chairperson

Lauri Hyers, PhD

Committee Member

Deanne Zotter, PhD

Committee Member

Liz Wang, PhD

Committee Member

Meghan Mahoney, PhD

Abstract

This qualitative study examines the influence of politicized consumerism on individual social identity through a social psychological perspective. Drawing from Tajfel and Turner’s Social Identity Model (1979) and Cross’s model of Black Identity (1991), we explored politicized consumption as a form of identity through the voices of consumers. Using thematic analysis (Braun & Clarke, 2006), we analyzed thirty-seven survey respondents’ descriptions of their types of politicized consumption choices, factors contributing to their “awakening” to consumer politicization, the integration of these choices into their identity, and whether they viewed politicized consumption as a mechanism for social change. Participants in our sample described various types of politicized consumption motivated by concerns for sociopolitical justice, environmental sustainability, animal welfare, health and wellness, philanthropy, and religion. Five key causes of participants’ awakenings sparked consumer politicization: educational experiences, maturation, product-driven exposure, mentoring, and health status concerns. About integrating their politicized consumption into their identity, most participants felt their consumption behavior was an element of their personal identity, contributed towards long-lasting change, spilled over into other life choices, and affected their social relationships. Finally, most of our participants feel that their politicized consumption can help change society. Our discussion focuses on the implications of the awakening process to the politics of consumption and its role in shaping idiosyncratic consumer identities (Gatersleben et al., 2002). We also consider how commitment to specific consumer choices and the complex interplay between identity and political consumerism might illuminate pathways for social change.

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