What is Political Efficacy

Using the marketplace as a site for political action with social change motives is referred as political consumption. Boycott, as a form of political consumption is an innovative way being used by citizens to directly express their attitudes, interests and concerns with the ultimate goal of influencing public affairs. This book chapter specifically examines the correlates of boycott as a form of political consumption in Africa using Wave 6 of the World Values Survey. Based on binary logistic regression, the correlates of boycott action are: level of education, gender, social class, media usage, gender equality, institutional confidence, social network, interest in politics, life satisfaction, seeing oneself as being part of world citizenship, seeing oneself as being embedded in local community, importance of doing something for the good of society, importance of traditions, and importance of riches or expensive things. These findings have implications for reaching out to boycotters.