 What motivates consumers to participate in boycotts: Lessons from the ongoing Canadian seafood boycottKarin Braunsberger and Brian Buckler Journal of Business Research, 2011, vol. 64, issue 1, 96-102 Abstract: Despite the tremendous growth in consumer boycotts, marketing has paid relatively little attention to consumer boycott motivations. Addressing this deficiency, this study uses netnography to investigate boycott motivations and perceived boycott participation costs by analyzing consumer comments submitted to an online boycott petition. The results show that boycott pledgees explicitly express their desire for the target to abolish its egregious behavior, their anger about the behavior in question, and their desire for punitive actions. Signatories also pledge participation for moral reasons and identify with the cause reflected by the boycott. Boycott motivations also include the belief that consumers have the power to impact the boycott target's bottom line and/or behavior as well as the belief that the boycott will succeed in forcing the target to cease its egregious behavior. Signatories, however, rarely refer to the costs of boycott participation. Keywords: Consumer; boycott; motivations; Canadian; Seafood; Boycott (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:64:y:2011:i:1:p:96-102 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.