Consumers’ power

Michel Chevalier and Gérald Mazzalovo

Chapter Chapter 8 in Pro Logo, 2004, pp 221-238 from Palgrave Macmillan

Abstract: Abstract What if the act of purchase proved to be the revolution of the twenty-first century? In this chapter and the following one, we will describe the emergence of a new type of power consumers wield on the playing field of globalized trade. We have finally come to the development of the third proposition of our thesis: when consumers behave responsibly, they can make brands reinforce actions that generate social, cultural, economic, and even moral progress.

Keywords: Price Elasticity; Compulsive Purchaser; Store Brand; Political Election; Moral Progress (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50889-7_9

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DOI: 10.1057/9780230508897_9

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