Explaining the boycott behavior: A conceptual model proposal and validation

Abstract

This study proposes a conceptual model with the capacity to substantially explain the boycott behavior. As a first step for the validation of the proposed model, an empirical study has been carried out, focusing on the boycott promoted towards the territory of Catalonia (Spain). Following the postulates of the theory of reasoned action, the effect that the intention to participate in the boycott will have on effective behavior is considered, but social influence, the importance given to brands and the perceived legitimacy of a boycott are also included. Concepts as the attitude towards boycotts as a measure of pressure to change actions and decisions, the perceived usefulness of the boycott and animosity towards the boycott object are included in the model as antecedents to the intention to participate in the boycott. Finally, it is postulated that the legitimacy given to boycott behavior and the ethical ideology based on idealism are explanatory factors for the attitude towards boycott behavior. The relevance of the study is established by the need to respond to boycotts in an appropriate way. This paper can be useful, by pointing out the main factors that cause an individual to take an active part in a boycott.

Effects of country animosity of angry Koreans on Japan: A focus on export regulation on Korea

“…Fourth, in alignment with the study results, economic animosity significantly positively influences boycott visit intention, so H3 has been accepted. This research finding is in line with previous explorations (Rose et al, 2009 ; Palacios-Florencio et al, 2021 ), in which it has been revealed that animosity generates a significant impact on boycott intention, namely, animosity is a motivating factor for boycott intention. Moreover, it has been demonstrated that consumer animosity significantly positively affects Korean consumers' intention of boycotting Japanese food and clothes together with travel to Japan (Lee and Chon, 2022 ), which is also a supporting point for the positive bearings of animosity on boycott intention.…”

“…Fourth, in alignment with the study results, economic animosity significantly positively influences boycott visit intention, so H3 has been accepted. This research finding is in line with previous explorations (Rose et al, 2009;Palacios-Florencio et al, 2021), in which it has been revealed that animosity generates a significant impact on boycott intention, namely, animosity is a motivating factor for boycott intention.…”

“…Besides, boycott intention has been deemed as the intention or willingness to conduct boycotts (Zhang et al, 2017 ). Boycott intention is highly restricted by animosity toward the boycott target (Palacios-Florencio et al, 2021 ). In other words, animosity is a determinant of boycott intention; that is, animosity produces a significant influence on boycott intention (Rose et al, 2009 ; Palacios-Florencio et al, 2021 ; Lee and Chon, 2022 ).…”

Bridging Who They Are with Who They Thought They’d Be: The Effects of Gen Zers’ Subjective Well-Being on Their Boycott Responses to Online and Offline Unethical Situations

“…On the one hand, intrinsic motivations are likely to activate boycotting behaviors because they are personally rewarding and reflect fundamental concerns for other people or the environment. In particular, Ethical Idealism (Palacios-Florencio et al 2021) captures consumers’ concerns about the possible adverse effects of their personal conduct on others. On the other hand, extrinsic motivations are likely to activate boycotting behaviors insofar as consumers believe that boycotting will stimulate positive evaluations from their social referents.…”

“…Likewise, academic research suggests that Gen Zers are increasingly paying attention to social and environmental issues in their consumption behavior, forcing brands to think about the causes they are willing to support. This generation is active in fighting for systemic and transformative societal change; one path to accomplish this is to speak out and stand up for their values when faced with the egregious behaviors of companies, brands, or groups (Klein, Smith, and John 2004; Luttrell and McGrath 2021; Palacio-Florencio et al 2021; Ziesemer, Hüttel, and Balderjahn 2021). Young adult consumers hold particularly sophisticated skills and critical attitudes toward the marketplace and are quick to use boycotts to challenge the status quo (Harris, Wyn, and Younes 2010; Palan, Gentina, and Muratore 2010; Ziesemer, Hüttel, and Balderjahn 2021).…”