Does corporate social responsibility affect consumer boycotts? A cost–benefit approach

Abstract

AbstractRelying on the cognitivist cost–benefit approach, this research investigates the antecedents of consumer boycotts. It examines the effects of poor performance on corporate social responsibility (CSR) dimensions (i.e., respect for the environment, ethics statements, philanthropic activities, respect for consumers, and respect for employees) on consumer intentions to boycott a retailer. A total of 602 consumers were surveyed in the province of Quebec, Canada. The findings of a logistical regression show that consumers are more likely to boycott retailers for abstract ideological motives (respect for the environment, philanthropic activities) than for more concrete purposes (respect for consumers, ethics statements, respect for employees), thereby confirming that consumers do not react in a similar fashion to the different CSR dimensions. This article is of interest to retailers as it provides actionable insights to improve CSR practices (social and environmental policy) to reduce the likelihood of consumer boycotts.