Information, communication and political consumerism: How (online) information and (online) communication influence boycotts and buycotts

The development and diffusion of digital media is one frequently mentioned factor to explain the popularity of political consumerism; yet, to what extent (online) information and (online) communication activities influence the intensity of political consumerism has rarely been investigated. Arguing that (online) information and (online) communication activities have impacts on various forms of political consumerism – namely, on boycotts and buycotts – two data sets collected in Germany were analysed. Based on the citizen communication mediation model, the results indicate that (online) communication mediates the influence of (online) information on boycotts and buycotts; furthermore, the results suggest that boycotts are influenced by communication activities in a stronger way than buycotts.