A cross-cultural investigation of the relationship between eco-innovation and customers boycott behaviour

Mansour Alyahya, Gomaa Agag, Meqbel Aliedan and Ziad H. Abdelmoety

Journal of Retailing and Consumer Services, 2023, vol. 72, issue C

Abstract: Retailers are under pressure to utilise eco-innovation to improve their operations and reduce customers boycotts as a result of the growing concerns of customers about environmental issues. Thus, this paper examines the effect of eco-innovation (i.e., reactive eco-innovation, proactive eco-innovation) on customers boycotts behaviours across various cultural environments. It also explores the role of ethical ideology (i.e., idealism, relativism) on this relationship. Based on psychological contract violation theory was used to develop our study model. We collected data from 3392 consumers from four different countries to test the study model. The results indicated that company's reactive eco-innovation is positively related to customers boycotts behaviour and this relationship is stronger in the developed societies (i.e., UK, USA) than in the developing societies (i.e., Saudi Arabia, Egypt). Furthermore, proactive eco-innovation has a negative effect on boycotts. This link is stronger in the in the developing societies (i.e., Saudi Arabia, Egypt) than in the developed societies (i.e., UK, USA). Psychological contract violation and environmental concerns were found to mediate this relationship. Moreover, our study found that idealism has a negative influence on boycotts while relativism has a positive effect on boycotts. Our study offers meaningful theoretical and managerial implications for retailers in different cultural contexts.

Keywords: Customer boycotts; Reactive eco-innovation; Proactive eco-innovation; Psychological contract violations theory; Ethical ideology; Cross-national differences (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698923000188
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:72:y:2023:i:c:s0969698923000188

DOI: 10.1016/j.jretconser.2023.103271

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().