ABSTRACT
This chapter examines the participation in political consumerism by Baby Boomers, Generation X, Millennials and Generation Z, specifically boycotting (refusing to buy to punish brands for unfavored practices or policies) and buycotting (deliberately buying to reward brands for favored practices or policies). Millennials and Gen Z tend to participate more in political consumerism, including political consumerism activities on social media, than Gen X and Baby Boomers.
