Consumerismo y movimiento de los consumidores. Valores, actitudes y comportamiento consumeristas de la población andaluza

Abstract

The authors of this article analyse some of the results of a survey carried out in 1998 on the
Andalusian population on topics related to the defence of consumer rights. In order to do this,
they use the concept of «consumerism» and break it down into different dimensions so as to
measure its extent and intensity; this is: consumer sensitivity (emotion and knowledge) and
consumer conduct (individual and collective). The results have made it possible to segment the
Andalusian population into different groups, giving rise to a typology. Combining sociostructural,
culturalist and situational approaches, the hypothesis confirmed empirically in the
study has been the existence of a social profile of consumerism in Andalusia. From this, it has
been derived that is presence and extent are determined by the social position of the inhabitants
(socio-structural approach), by their normative leanings (culturalist approach) and by the
structure of opportunities in which they act (situational approach).