Affect as a driver to religious‐based consumer boycotts: Evidence from qualitative and quantitative research in the United States

Abstract

Abstract While a fair amount of research has examined consumer boycotts, prior research has yet to adequately examine the interaction of religious boycotts and backing by religious leaders influence consumption behavior, particularly in locations where there is a separation of church and state (a novel contribution that our paper addresses). Through a focus group and an experimental study, this research examines how boycotts that are encouraged by religious leaders versus those that are not influence consumption. Specifically, the focus groups show that refutational defenses and supportive defenses induce participation. The experimental study finds that participation in religiously motivated boycotts is greater for consumers that are more religious and when backed by religious leader support. Additionally, negative attitudes toward a business mediate this relationship. Discussion builds on the literature on consumer boycotts, inoculation theory, and value attribution theory as well as provides implications for marketing practitioners.

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