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Lost in the Supermarket: Youth Political Consumerism under Hegemonic Neoliberalism

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Title: Lost in the Supermarket
Subtitle: Youth Political Consumerism under Hegemonic Neoliberalism
Subject Classification: Society and Culture, Business and Management, Politics and Government 
BIC Classification: KJ, JP, JH
BISAC Classification: BUS016000, SOC026000, POL042020
Binding: Hardback, ebook, pp.(to be confirmed)
Planned Publication date: December 2024
ISBN (Hardback): 978-1-80441-689-1
ISBN (ebook): 978-1-80441-690-7


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Political consumerism refers to citizens’ use of boycotting and ‘buycotting’ as they seek to influence political outcomes within the marketplace, rather than through more traditional routes such as voting. It is commonly understood as reflective of the progressively converging roles of the citizens and the consumers in late modernity. In the aftermath of the Recession, young people in particular, are attempting to harness their individual consumer power to collectively express their political, ethical, and environmental considerations via their consumer choices.

The expansion of political consumerism among young people across several advanced liberal democracies has been theorised as a result of a wider cultural shift towards cosmopolitanism and postmaterialist value orientations and therefore as an outcome of affluence. However, the persistence of political consumerism as a preferred form of political participation among young people, who were socialised under conditions of neoliberal austerity - during and after the 2008 Global Financial Crisis - calls for a re-evaluation of these assumptions. In particular, given the susceptibility of political consumerism to a neoliberal modus operandi that attempts to commercialise citizenship itself, the lack of literature problematising its emergence within a neoliberal socioeconomic context is indeed surprising.

This book addresses this gap by offering a detailed re-evaluation of the underlying motivations, values and identity orientations of young political consumers in a country of the European north (United Kingdom) as opposed to one of the European south (Greece).

It will be of interest to academic specialists working in the areas of Political Sociology, Youth Studies, and Consumer Studies, and scholars interested in political participation and political engagement.


Author: Dr. Georgios Kyroglou is a Lecturer in Sociology at the University of Bristol, UK.


This title is currently being reviewed. Please check back for further updates in due course. 

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