Title: Political consumerism in emerging markets: the case of Argentina

Authors: Inken Carina Sittler; Vito Bobek; Romana Korez Vide; Gorazd Justinek; Tatjana Horvat

Addresses: CAMCHAL, Cámara Chileno-Alemana de Comercio e Industria, El Bosque Nte 440, Santiago, Región Metropolitana, Chile ' University of Applied Sciences FH Joanneum, Eggenberger Allee 11, 8020 Graz, Austria ' Faculty of Economics and Business, University of Maribor, Razlagova 14, 2000 Maribor, Slovenia ' Faculty of Government and European Studies, New University, Žanova Ulica 3, 4000 Kranj, Slovenia ' Faculty of Management, University of Primorska, Cankarjeva 5, 6000 Koper, Slovenia

Abstract: The purpose of this paper is to identify factors that trigger behaviour of political consumerism in Argentina. According to our research almost 45% of survey's respondents are identified as political consumers. The research aims to find out how much better recent Echegaray's (2016) conceptual top-down corporate mobilisation model in comparison to his bottom-up model, based on post-materialism and sub-politics, explains political consumerism in Argentina. Besides deductive verification of both models, the paper also explores whether further recent model's extensions, using variables of moral obligation and political media usage, would shed more light into the investigated topic. According to our research the corporate mobilisation model better explains behaviour of political consumerism in current Argentina than the post-materialist sub-politicisation model. Further extensions of this model proved even higher significance. Political consumption behaviour is explained mainly by high interest in business and politics, which brings important implications for Argentinian companies and government in the forms of socially responsible practices' implementation and promotion to the common benefit of Argentinian society.

Keywords: political consumerism; post-materialism; sub-politics; corporate mobilisation; social responsibility; emerging markets; Argentina.

DOI: 10.1504/IJGSB.2020.10031686

International Journal of Globalisation and Small Business, 2020 Vol.11 No.3, pp.303 - 323

Received: 02 May 2019
Accepted: 20 Dec 2019

Published online: 28 Aug 2020 *

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