Abstract
According to the theories of reasoned action and planned behavior, the precedent to any human conduct is the intention to display such conduct. One of those precedents is the attitude of people. Our work is framed within this line of research, as it seeks to analyze and explain the main determinants of attitude towards boycott. Thus, we understand that the attitude of consumers towards boycott behavior depends on three fundamental beliefs: perceived legitimacy of the behavior, ethical idealism towards such behavior, and finally, ethical relativism towards boycott behavior. We emphasize legitimacy, since the relevance of legitimacy processes in the business-client relationship lies in the recognition of the validity of actions that allow their subjective recognition and, therefore, differentiate them from the legal nature of the acts. The research is carried out with 371 people and the hypotheses presented are verified through structural equation models. Discussion of the results and its implications contribute to a better understanding of the factors that determine the attitude towards customer boycott by business managers and academics.
Highlights
Local, national and international campaigns aimed at boycotting the purchase of certain products can have significant effects on outcomes for companies, including a reduction in sales volume, a loss of market share, a reduction in profits, adverse effects on image and reputation, etc. (Cossío-Silva, Revilla-Camacho, Palacios-Florencio & Garzón-Benítez, 2019)
Boycott intention and background In the introduction to this paper, we have indicated the relevance of the theories of reasoned action (Fishbein & Ajzen, 1975) and planned behavior (Ajzen, 1988) as scientific approaches
We propose three beliefs of people as determinants of their attitudes towards boycotts: the first coming from the theory of organizational legitimacy (Cruz-Suárez, 2012; Cruz-Suárez, Díez-Martín, Blanco-González & Prado-Román, 2014); the other two derived from the approach of personal moral philosophies (Forsyth, 1980) and their relations with consumers’ ethical behaviors (Lu & Lu, 2010; Culiberg, 2015)
Summary
National and international campaigns aimed at boycotting the purchase of certain products can have significant effects on outcomes for companies, including a reduction in sales volume, a loss of market share, a reduction in profits, adverse effects on image and reputation, etc. (Cossío-Silva, Revilla-Camacho, Palacios-Florencio & Garzón-Benítez, 2019). The willingness of the consumer to display a certain type of behavior has been addressed in marketing literature according to two theoretical approaches: the theory of reasoned action (Fishbein & Ajzen, 1975) and the theory of planned behavior (Ajzen, 1988). We believe that it is necessary to develop conceptual models and empirical research that, on the basis of the theories of reasoned action and planned behavior, attempt to identify the causes that influence different determinants of boycott behavior. It is a matter of explaining and identifying the determining factors of a person’s attitude towards the boycott of certain products. We present the main conclusions and implications derived from our work
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