Abstract
Despite the growth in the number of boycotts, marketing has not paid much attention to consumer boycott behavior. Therefore, the purpose of the current study is to investigate one of the most heated consumer boycotts, namely the Canadian Seafood Boycott which began on March 29, 2005, to determine what drives consumers to boycott and whether the Canadian Seafood Boycott is likely to be effective (i.e., stimulate participation from consumers) as well as successful (i.e., convince the Canadian Government to outlaw the hunt of all seals permanently).
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