Yunkurin masu amfani

Shagon Apple a Central Park, alama ce ta masu amfani.

Yunkurin masu amfani
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Ƙaramin ɓangare na	activism (en) da customer advocacy (en)

Gwagwarmaya masu amfani wani nau'i ne na gwagwarmaya inda masu amfani, kungiyoyin masu amfani, ko Ƙungiyoyin bayar da shawarwari ke neman rinjayar samarwa, rarrabawa, tallace-tallace, tsari, ko tasirin zamantakewa na kayayyaki da aiyuka. Kozinets da Handelman sun bayyana shi a matsayin duk wani motsi na zamantakewa wanda ke amfani da motsawar al'umma don amfani da cutar da bukatun kasuwanci. Ya haɗa da gwagwarmaya a madadin masu amfani, kamar kamfen don amincin samfur, daidaitattun lakabi, farashi mai kyau, da kariya ga masu amfani da kansu, gami da gwagwa ta masu amfani da su, gami leƙoƙi, sayen ɗabi'a, korafe-korafe, da kamfen ɗin jama'a da aka tsara wa kamfanoni ko gwamnatoci.

Abokan Ciniki ya ƙunshi halaye, cibiyoyi, da akidar da aka kirkira daga hulɗar tsakanin mutane da kayan da sabis da suke cinyewa.[1] Yunkurin masu amfani ya haɗu da amfani da ɗabi'a, amfani da siyasa, kariya ga masu amfani, da kuma adawa da amfani, amma ba daidai ba ne da ɗayan su. Duk da yake kariya ta mabukaci gabaɗaya tana jaddada haƙƙin doka da adalci na kasuwa, gwagwarmayar mabukaci na iya magance yanayin aiki, cutar muhalli, nuna bambancin launin fata ko jinsi, jin daɗin dabbobi, ayyukan siyasa na kamfanoni, da sauran damuwa na zamantakewa ko siyasa.[2][3]

Tarihi

Masanin tarihi Lawrence B. Glickman ya gano motsi na samar da kyauta na ƙarshen 1700s a matsayin farkon gwagwarmayar mabukaci a Amurka. Kamar membobin ƙungiyar abolitionist ta Burtaniya, masu gwagwarmayar samar da kyauta sun kasance masu amfani da kansu, kuma a ƙarƙashin ra'ayin cewa masu amfani suna da alhakin sakamakon sayen su, sun kaurace wa kayayyaki da aka samar tare da aikin bawa a ƙoƙarin kawo ƙarshen bautar. Sauran gwagwarmayar masu amfani da farko sun haɗa da kirkirar hadin gwiwa masu amfani a Arewa maso yammacin Ingila a cikin 1844 a matsayin ma'auni game da mallakar gida da farashin kayayyaki masu yawa.

Yin gwagwarmaya a madadin mabukaci ya fara ne a cikin karni na 20 a Amurka, a cikin abin da malaman Tim Lang da Yiannis Gabriel suka kira "daraja-don mabukaci", kuma abin da masanin zamantakewa Hayagreeva Rao ya kira motsi na adawa da zina. A wannan lokacin kungiyoyin masu amfani sun fito ne a Amurka, sun fara da Kungiyar Masu Amfani a New York a 1891 wanda ya haɗu da wasu rassan yanki don kafa Kungiyar Masu Cin Amfani ta Kasa a 1898. Ɗaya daga cikin dokokin kariya na farko a Amurka da kuma duniya baki daya, Dokar Abinci mai tsabta da Magunguna, an zartar da ita a 1906 a lokacin yunkurin farko na motsi na masu amfani da Amurka. Ƙarin dokoki a duniya sun biyo baya. A wannan lokacin gwagwarmayar da masu amfani ke jagoranta kamar kauracewa ta ci gaba, galibi don mayar da martani ga damuwar zamantakewar siyasa ta cikin gida da ta duniya.

Buga littafin Unsafe at Any Speed na Ralph Nader a cikin 1965 ya haifar da sabon nau'in shari'a, gwagwarmayar adawa da kamfanoni. Ganin cewa gwagwarmayar da ta gabata ta mayar da hankali kan sakamakon ayyukan mabukaci da kariya ga masu amfani, Lang da Gabriel suna jayayya cewa gwagwan da Ralph Nader da sauransu suka yi wahayi zuwa gare su ya fi rikici ga kasuwa. A cikin shekarun 1980 da 1990, masu gwagwarmayar masu amfani sun ƙara juya zuwa alamomi da tsarin takaddun shaida (organic, cinikayya mai kyau, rashin zalunci, sawun carbon, da dai sauransu) a matsayin kayan aiki don inganta ingantaccen amfani. Wadannan kamfen din da aka kafa a kasuwa sun sake tsara yanke shawara na sayen masu zaman kansu a matsayin wani nau'i na siyasa da kuma halin kirki. Daga shekarun 1990 zuwa cikin karni na 21, gwagwarmayar mabukaci tana da alaƙa da kuskuren kuskuren duniya da kuma lalacewar tasirin ikon kamfanoni.