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Purpose The purpose of this paper is to investigate if animosity outbreaks against China result in a consumer’s reluctance to buy Chinese goods. It further studies the relationship of consumer animosity upon boycott and reluctance to buy (RTB). Design/methodology/approach A descriptive research design was applied by using the self-administered survey method for collecting data from 473 participants, mostly working graduates from the metropolitan city of Delhi in India. Thereafter, the measurement model was checked by confirming the reliability and validity of the constructs followed by checking for the strength and direction of the proposed hypothesis of the structural model (using SPSS 23 and AMOS 20) and to validate the proposed model developed based on the regret theory. Findings All the three types of animosity tend to negatively influence the buying behavior. When markets mature, consumers become concerned about their country’s civil status and boycott goods from hostile countries or places. Through this research, it is possible to find consequences of animosity on Chinese goods consumption, which is RTB. Boycott mediates the animosity relationship with RTB. The regret theory implies that individuals hold self-blame for taking an alternative decision. Domestic market players like local retailers, merchandisers, importers avoiding importing products originating from offending countries would be the managerial implications. Originality/value Consumer boycott is not unheard of in a Sino Indian context, but it lacks empirical research. This paper addresses perceived hostilities between two emerging super powers by applying the regret theory.
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