AMTP Proceedings 2026
Document Type
Conference Proceeding
Publication Date
Spring 2026
Abstract
Drawing on approach–avoidance motivation, regulatory focus, warm-glow reward, and self-determination theory, this study examines whether political consumerism, specifically boycotting and buycotting, is associated with life satisfaction in environmental and social issue contexts. Using survey data from Prosper Insights, we compare life satisfaction across buycotters, boycotters, and indifferent consumers and examine how Big Five personality traits and demographics moderate these relationships. We predict higher life satisfaction among buycotters than boycotters, and anticipate a moderating effect of personality traits. Our findings advance marketing theory and practice by linking political consumerism to consumer well-being.
Recommended Citation
Leslie-Piper, Neleen S. and Russell, La Toya M., "Understanding the Life Satisfaction Gap in Political Consumerism: Buycotting vs. Boycotting" (2026). AMTP Proceedings 2026. 36.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/36
