| Popis: |
An individual’s consumption shapes their identity, it reflects their character and how they want to be seen (Shankar et al., 2001; Lin et al., 2017). Consumption is often influenced by changes in trends, i.e. sustainability and veganism (Pekkanen, 2021; Beck & Ladwig, 2021), public opinion, social movements (Sullivan, 2020), and even wars (Nelson, 2021). As a result of social movements like Black Lives Matter (BLM), societies consumption habits may alter towards new or different or a resistance towards certain consumption (Schaefer & Crane, 2005; Lee et al., 2009;2011). Consumption has changed dramatically over the past year (Jarry, 2021). This study sought to understand if and how consumption of white consumers has changed as a result of the BLM movement. This study builds upon the theory of White Fragility, which refers to the emotions and attitudes that white people experience when confronted with the topic of racism (DiAngelo, 2016). White Fragility is the state whereby even a small amount of racial stress becomes intolerable, triggering several emotional or behavioural reactions that restore racial comfort (DiAngelo, 2018). |
