How and why people use their consumption as a political tool – for example, through boycotts or targeted purchasing decisions (‘buycotting’) – is closely linked to their political ideology. This paper examines, through three studies, the complex relationships between different ideological dimensions and forms of political consumption. The findings show that whilst political consumption has traditionally been associated with left-wing attitudes, a specific form—buycotting in support of companies—is more common among those on the political right. Furthermore, a socio-authoritarian dimension of ideology proves to be a more influential factor in political consumption behaviour than the classic economic left-right distinction. Finally, the results illustrate that authoritarian-minded individuals in particular align their behaviour more closely with perceived social norms – which can inhibit politically motivated consumption if it is not considered socially acceptable.
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