Resumen de Environmental Concern Fuels Consumer Activism around the World

Iñaki García Arrizabalaga , María Matilde Schwalb, Juan José Gibaja Martíns

• Consumer activism is one of the most impactful movements of our time. It involves citizens participating in changing human living patterns, particularly those related to production and consumption. Although its purpose is worldwide, research on this topic has primarily focused on developed countries. This study provides a global perspective to identify the variables that best explain varying levels of consumer activism. It examines secondary data from a sample of 29,339 consumers across 30 countries, spanning different continents and levels of development. The analysis employs the non-parametric CART (Classification and Regression Trees) technique to reveal that consumers’ level of environmental concern and consumers’ country of origin are the primary variables that best explain the different levels of consumer activism. In contrast, traditional sociodemographic factors such as gender, age, or level of education have no or minimal influence. Organizations must acknowledge and address this global concern, which fuels consumer activism, by demonstrating a clear commitment to environmentally responsible practices. Failing to meet these societal expectations may increase skepticism toward institutions and create a more adverse environment for corporate operations.