Consumer Activism on the Internet: The Role of Anti-brand Communities

Abstract

As a backlash against capitalism, there is a growing resistance to transnational brands and corporate globalization. To cite a few trends, consumers are opposing global brands and expressing concerns about corporate practices related to environmental issues and human rights. The purpose of this study is to investigate the current anti-brand social movement by examining consumer activist groups on the Internet. We identified three anti-brand websites for in-depth analysis: anti-Wal-Mart, anti-McDonald’s, and antiStarbuck’s. Based on 36 interviews and a two-year examination of anti-brand communities, we provide an understanding of why online anti-brand communities form, we explore the behavioral manifestations of such movements, and we discuss technological influences. The concluding section discusses our findings in terms of implications for theory.