COLLECTIVE SHOPPING FOR A BETTER WORLD: THEORETICAL BACKGROUND OF THE CARROTMOB AND A CALL FOR FURTHER RESEARCH

摘要

Ethical and political consumption patterns have been rising continuously. In particular, pro-environmental consumption is on the rise. Consumer boycotts are a widely recognized manifestation of ethical consumption. Boy-cotters collectively punish companies for inacceptable behavior by not buying its products. The reversed strategy of influencing companies is called buycott (also "girlcott," "procott," and "anti-boycott"). Consumers increase purchases to reward desirable behavior. Recently, the carrotmob evolved as a new subtype of buycotts. A group of consumers swarms a predefined store at a predefined time and collectively buys its products. In return, the company engages in actions the activists ask for (e.g., investing a share of the additional revenue in energy-saving devices). The carrotmob presumably is a topic of growing relevance for activists, consumers, managers, and the society. So far, the marketing literature has not yet considered the carrotmob. The present paper aims at filling that void. First, we introduce a definition of the carrotmob. Second, we provide information about previous carrotmobs. Third, the paper outlines an overview of the most important theoretical approaches necessary to understand the carrotmob. Finally, thepaperderives avenues for further research and management implication.