Today, consumers' influence is not limited to their spending; It is also determined by purchasing decisions. Consumer activism refers to the practice of using this power effectively. Consumers demonstrate this influence by deciding to boycott or support a particular brand. "Buycott" refers to consumers going beyond their traditional shopping habits and consciously purchasing a specific product to endorse any business.
This term emerged in 2009 when consumers' behavior of supporting a brand outside their shopping habits entered the literature. "Buycott," derived from the word "boycott" by changing one letter, means purchase. It is an action taken to support a brand that consumers are satisfied with. It means not only buying from a particular brand occasionally but also appreciating the policies adopted by the business. This behavior means making a conscious decision to support particularly appreciated policies.
Buycott can significantly impact businesses that support favorable social, environmental, and ethical policies. These behaviors exhibited collectively by consumers can increase the reputation of companies in society's eyes and positively impact their sales. Buycotting is becoming increasingly common as part of consumer activism. With the influence of the media, increasing purchasing power, and conscious consumers, buycotts have become a vital consumer movement today. It is inevitable that this type of consumer activism, where intended purchasing behavior is carried out with the aim of increasing appreciation for the policies of businesses, will continue to be a talked about topic in the future.
Author:
Mina Üstün
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