A new form of ethical consumption has recently evolved: The
carrotmob. As in a flashmob, consumers collectively swarm a specific
store and purchase its goods in order to reward corporate socially
responsible behaviour. The present paper introduces a
conceptionalization of carrotmobs that takes into account the
perspective of the three relevant parties: activists, companies, and
consumers. First, the paper considers activists’ objectives in
initiating such a social movement. It describes how they use guerrilla
tactics to foster the participation of companies and consumers. Second,
the paper considers the perspective of the target company, stressing the
role of corporate social responsibility and describing how companies
compete in an auction to become the carrotmob target. Third, the paper
highlights the consumer perspective, discussing different views on
consumer power and the motivation to participate in a carrotmob. The
paper also points out directions for further empirical research for each
of these three perspectives.
Hoffmann, S.; Hutter, K.
(2012). Carrotmob as a New Form of Ethical Consumption. The Nature of
the Concept and Avenues for Future Research, Journal of Consumer Policy,
35 (2), 215-236.