Recovering Control over the Economy: Consumerism as an Instrument of Power

Abstract

In a globalized world, consumers hold more power than ever before. The size of markets makes it very easy for consumers to replace certain goods for others when meeting their needs. Their purchasing decisions determine which companies succeed and which do not. Hence, it makes more sense than ever to talk about consumer sovereignty. Awareness of this power is essential, as it allows us to think of ways of limiting the free market on the basis of the idea of justice. However, this will only be possible through concerted actions that use effective tools, such as boycotts. This paper analyzes the possibilities that consumers have to exercise their power properly.