Journal of Consumer Policy

, Volume 35, Issue 2, pp 215–236

Carrotmob as a New Form of Ethical Consumption. The Nature of the Concept and Avenues for Future Research

Original Paper

DOI: 10.1007/s10603-011-9185-2

Cite this article as:
Hoffmann, S. & Hutter, K. J Consum Policy (2012) 35: 215. doi:10.1007/s10603-011-9185-2


A new form of ethical consumption has recently evolved: The carrotmob. As in a flashmob, consumers collectively swarm a specific store and purchase its goods in order to reward corporate socially responsible behaviour. The present paper introduces a conceptionalization of carrotmobs that takes into account the perspective of the three relevant parties: activists, companies, and consumers. First, the paper considers activists’ objectives in initiating such a social movement. It describes how they use guerrilla tactics to foster the participation of companies and consumers. Second, the paper considers the perspective of the target company, stressing the role of corporate social responsibility and describing how companies compete in an auction to become the carrotmob target. Third, the paper highlights the consumer perspective, discussing different views on consumer power and the motivation to participate in a carrotmob. The paper also points out directions for further empirical research for each of these three perspectives.


CarrotmobBuycottEthical ConsumptionFlashmob

Copyright information

© Springer Science+Business Media, LLC. 2011

Authors and Affiliations

  1. 1.Faculty of Business Management and Economics, Department of MarketingDresden University of TechnologyDresdenGermany