Consumer Perspectives on Brand Activism and Ethical Choices: Navigating Shopping Habits, Sustainability, and Social Responsibility

This dataset consists of semi-structured interviews focusing on the interplay between shopping habits and brand activism, with an emphasis on the holiday season. The interviews start with straightforward questions regarding the frequency of encountering advertisements on social media and their influence on consumer purchasing decisions. They then transition to more significant subjects such as opinions on fair trade, animal testing, and child labor. This transition seeks to uncover the underlying values and beliefs influencing shopping choices and how consumers' stances align with brands' positions on these issues. The interviews also investigate the tendency to boycott brands as a protest against unethical practices, probing whether individuals are drawn to companies that reflect their ethical beliefs. Special attention is given to Black Friday, evaluating its encouragement of excessive consumption and its effect on consumer attitudes toward shopping culture.