Consumer activism in the Czech Republic: the role of exit and voice in a changing economy

Abstract

The question "Are consumers actively pursuing their market responsibilities in transforming economies?" is at the center of this article. It reports on a study of Czech consumers using Hirschman's "exit/voice" theory. The research focuses on what actions consumers, who had never experienced the freedom to express complaints, would take when confronted with market disappointments and failures. Analysis of a randomized cross section of consumers indicates that they acknowledge their responsibility to the market by going beyond the choice stage of consumption and actively giving voice to their concerns to retailers and manufacturers. This evidence represents the first milestone describing consumer voice behavior in a transforming economy.