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

TLDR

A growing backlash against capitalism has spurred resistance to transnational brands, with consumers opposing global brands over environmental and human‑rights concerns. This study investigates the current anti‑brand social movement by examining consumer activist groups on the Internet. The authors identified three anti‑brand websites—anti‑Wal‑Mart, anti‑McDonald’s, and anti‑Starbucks—and conducted 36 interviews and a two‑year examination to analyze their formation, behavior, and technological influences. The study concludes by discussing implications for theory regarding the formation, behavior, and technological influences of online 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.