Emerging challenges of consumer activism: Protecting consumers and advocating sustainable consumption in developing countries

Abstract

Mahatma Gandhi once said that the difference between what we do and what we are capable of doing would suffice to solve most of the world's problems, and that you must be the change you wish to see in the world. This generally is the case for consumer activism too. Consumer activism, according to the International Organization for Consumer Unions, is intended to eliminate the frustrations of consumers regarding goods and services. The mission of consumer movements is to redress fundamental imbalances in society for the consumer's benefit and to make society more responsive to the consumer's needs and interests. The debate on sustainable consumption between developed and developing countries is far from settled. Therefore, this chapter provides a developing country perspective on sustainable consumption that may help consumer activists formulate their visions, strategies and action plans. Consumer activism in developing countries should be analyzed, appreciated or condemned in terms of what activism is meant to be in the context of a globalised world that is dominated by western consumerist lifestyles, political systems and trading networks. © 2010 Springer Science+Business Media B.V.