Consumer Boycotts and Consumer Sovereignty

Consumer boycotts may be understood as consumer behaviour, and the concept of consumer sovereignty is identified here as the implicit paradigm for the marketing desciple, this is then applied to illustrate and explain the workings of consumer boycotts which are seen to have two dimensions: degree and domain, information is shown to be important in determining the domain of consumer sovereignty and pressure groups may play an important role in providing this. Three case examples of boycotts support the argument.