News Consumers, Opinion Leaders, and Citizen Consumers

Abstract

The intersection of consumer culture and civic life has long been a topic of academic discussion. This study revisits the relationship between consumption and civic engagement and investigates the moderators of this relationship. Specifically, we focus on news consumption and opinion leadership as intervening factors that condition the way consumption and civic life are interconnected. Our data reveal that both socially conscious consumption and status-oriented consumption are positively related with civic participation. The positive relationships become stronger when news consumption increases or when one’s opinion leadership is strong. Implications for research on consumer culture and civic engagement are discussed.