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ISSN : 1229-8778
This study examined the antecedents of consumers’ intentions to participate in a boycott. One hundred eighty five male and female college students participated in this study. We expected that consumers’ perceived egregiousness of a company’s malicious act, identification with the victims of the company’s act, preliminary company preference, and consumer’s perceived self-efficacy of the boycott success would affect the intention of boycott participation. We also expected that self-efficacy would have a mediating effect on the antecedents which affect the intention of boycott participation. In the main survey, participants read an article about a boycott against one of the two companies (Oxy, E-Land), and they rated the perceived egregiousness, the degree of identification with victims, perceived efficacy of the boycott success, and their intention to participate in the boycott. As a result of a structural equation model, perceived egregiousness of the company’s evil act had no direct effect on the participation intention, but it had an effect through the perceived efficacy of the boycott success. However, the identification with victims (+) and preliminary company preference (-) were shown to directly affect the formation of the intention to participate in a boycott. Also, these two variables had indirect effects on the intention of boycott participation thorough perceived efficacy. We suggest some practical implications and future research ideas based on the results.
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