Political consumer behaviour among university students in Brazil and Germany: The role of contextual features and core political values

This study investigates the relationship between political consumerism and core political values (CPVs) among university students in Brazil (N = 414) and Germany (N = 222). Despite the prerequisite to endorse values that are compatible with political consumerism, contextual features of one's immediate environment might affect overall levels of political consumerism. Our results show that political consumerism is significantly associated with higher income in Brazil (but not in Germany). After controlling for income, political consumerism was practised more frequently in Germany than in Brazil, in urban compared with rural areas, and was not dependent on gender. The urban–rural split was stronger in Brazil than in Germany. These results confirm our hypothesis that contextual features are associated with political consumerism. Furthermore, the political value Equality positively predicted political consumerism in both countries. In contrast, Traditional Morality and support of Free Enterprise negatively predicted political consumerism, although the effect sizes of these relationships were only small. These results suggest that political consumerism among university students is widespread in Germany but not in Brazil. Interestingly, regardless of its low prevalence in Brazil, political consumerism is positively associated with the CPV of Equality among university students in both countries.