Explaining the boycott behavior: A conceptual model proposal and validation

Abstract

Abstract This study proposes a conceptual model with the capacity to substantially explain the boycott behavior. As a first step for the validation of the proposed model, an empirical study has been carried out, focusing on the boycott promoted towards the territory of Catalonia (Spain). Following the postulates of the theory of reasoned action, the effect that the intention to participate in the boycott will have on effective behavior is considered, but social influence, the importance given to brands and the perceived legitimacy of a boycott are also included. Concepts as the attitude towards boycotts as a measure of pressure to change actions and decisions, the perceived usefulness of the boycott and animosity towards the boycott object are included in the model as antecedents to the intention to participate in the boycott. Finally, it is postulated that the legitimacy given to boycott behavior and the ethical ideology based on idealism are explanatory factors for the attitude towards boycott behavior. The relevance of the study is established by the need to respond to boycotts in an appropriate way. This paper can be useful, by pointing out the main factors that cause an individual to take an active part in a boycott.

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