The Effects of Satisfaction, Trust and Brand Commitment on Consumers' Decision to Boycott

Cissé-Depardon, Karine; N’Goala, Gilles

doi:10.1177/205157070902400104

Cited by 23 publications

(18 citation statements)

References 79 publications

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“…First, the boycott organization's message credibility is effective in enhancing the likelihood of boycott success. This result is analogous with prior research on message credibility and boycott participation (Cissé‐Depardon & N'Goala, ). Second, consumers’ perceived effectiveness of a boycott also elevates the likelihood of boycott success.…”

Section: Discussionsupporting

confidence: 88%

“…Expected overall participation was measured by three items (e.g., I am sure that many people will participate in the boycott) adopted from previous research (Klein et al, ; Sen et al, ). Likelihood of success was measured by three items (e.g., I think the boycott will succeed) employed from Cissé‐Depardon and N'Goala () and Sen et al (). Possibility of change was measured by two items (e.g., boycotts are a proper means to make the target company change its offending behaviour) gleaned from Klein et al ().…”

Section: Methodsmentioning

confidence: 99%

“…The first influencing factor in the research model is consumers’ perceived credibility of the boycott message. Message credibility is defined as consumers’ perceived trust of the boycott message; its credibility is one of the strongest motivations for consumers’ rational boycott behaviour (Cissé‐Depardon & N'Goala, ). Further, Cissé‐Depardon and N'Goala () demonstrated that the boycott message's credibility positively affects consumers’ decisions to participate in a boycott.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

“…Consumers’ boycott motivations in this research stream can be divided into two categories. First, expressive boycotts focus on consumers’ emotional decisions (Cissé‐Depardon & N'Goala, ; Harmeling, Magnusson, & Singh, ; Klein, Ettenson, & Morris, ). This research perceives consumers’ negative emotions towards a target company or an offending event as a major cause of their boycott decision.…”

Section: Introductionmentioning

confidence: 99%

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Consumer motivation for the decision to boycott: The social dilemma

Shin

Yoon

2018

Int J Consumer Studies

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This study suggests a rational framework to explain consumers’ decision to boycott. We proposed an instrumental boycott framework based on rational response to the offending behaviour of a target company. The hypotheses embedded within the research model are empirically evaluated. The data were collected by questionnaire survey, and structural equation modelling was utilized for data analysis. The results show that social factors (message credibility, expected overall participation and perceived boycott effectiveness) generate motivations for consumers’ boycott decisions. In addition, it is identified that these factors increase consumers’ perceived likelihood of boycott success. Further, it is also found that consumers' perceived likelihood of boycott success positively affect their boycott decision via the possibility of changing a target company's offending behavior and unwillingness to purchase the target company's products. The results of this study explain consumers’ instrumental boycott decision‐making process in terms of social dilemma. Further, this study provides practical contributions for understanding consumers’ rational boycott behaviour. Specific implications for marketing managers and boycott organizations are outlined in the general discussion. Suggestions for future research are also presented in the conclusion.

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Section: Discussionsupporting

confidence: 88%

Section: Methodsmentioning

confidence: 99%

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Consumer motivation for the decision to boycott: The social dilemma

Shin

Yoon

2018

Int J Consumer Studies

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“…Previous studies says little about contextual (regional or country) variables behind boycotting products. Most of them have focused on psychological and economic predictors of protesting against firms, including the relation of personal cost and personal benefits to the consumer [2,[13][14][15], the perceived egregiousness of the act by the target firm [2,16,17], consumer reciprocity [18], emotional attachment to the boycotted product [15], amounts of targeted product being purchased by the consumer [2,15,19,20] and the availability of substitutes for the boycotted product [15], or the competitiveness of the industry [21].…”

Section: Introductionmentioning

confidence: 99%

The Role of Individual- and Contextual-Level Social Capital in Product Boycotting: A Multilevel Analysis

Zasuwa

2019

Sustainability

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Product boycotts represent an important form of sustainable consumption, as withholding purchasing can restrain firms from damaging the natural environment or breaking social rules. However, our understanding of consumer participation in these protests is limited. Most previous studies have focused on the psychological and economic determinants of product boycotting. Drawing on social capital literature, this study builds a framework that explains how individual- and contextual-level social capital affects consumer participation in boycotts of products. A multilevel logistic regression analysis of 29 country representative samples derived from the European Social Survey (N = 54221) shows that at the individual level product boycotting is associated with a person’s social ties, whereas at the country level, generalized trust and social networks positively affect consumer decisions to take part in these protests. These results suggest that to better understand differences among countries in consumer activism, it is necessary to consider the role of social capital as an important predictor of product boycotting.

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Explaining the boycott behavior: A conceptual model proposal and validation

Palacios‐Florencio

Revilla‐Camacho

Garzón

et al. 2021

J of Consumer Behaviour

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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.

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The Effects of Satisfaction, Trust and Brand Commitment on Consumers' Decision to Boycott

Cited by 23 publications

References 79 publications

Consumer motivation for the decision to boycott: The social dilemma

Consumer motivation for the decision to boycott: The social dilemma

The Role of Individual- and Contextual-Level Social Capital in Product Boycotting: A Multilevel Analysis

Explaining the boycott behavior: A conceptual model proposal and validation

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