International Conference on Economics, Finance & Business, London

UNDERSTANDING CONSUMER BOYCOTTS: THE IMPACT OF BRAND TRANSGRESSIONS, FREE-RIDING BELIEFS, AND PRO-SOCIAL ORIENTATIONS

ABDULLAH SULTAN

Abstract:

As consumer activism and corporate scrutiny continue to rise, there is a pressing need to understand the factors shaping consumer responses to politically charged brand actions. Specifically, examining the interplay between brand transgressions, free-riding beliefs, pro-social orientations, and boycott participation can provide deeper insights into the motivations behind consumer activism and its implications for corporate reputation and consumer-brand relationships. This study addresses this gap by investigating key variables influencing consumer boycott participation. Using a web-based, between-subject experimental design with 553 participants in Kuwait, the research examines the two-way interaction between scenario-based brand transgressions (political, economic, and control) and free-riding manipulations (pro-free riding vs. anti-free riding) on boycott engagement. Additionally, it explores how this interaction varies across different levels of pro-social orientation. Data analysis using SPSS reveals complex interactions among brand transgressions, free-riding manipulations, and pro-social orientations in predicting boycott behavior. A series of t-tests indicate that participants exposed to the anti-free riding manipulation are more likely to engage in boycotts than those in the pro-free riding condition, with this effect being strongest in the political scenario. Furthermore, within the political scenario, participants with low pro-social orientation are less likely to engage in boycotts under the pro-free riding condition compared to their high pro-social counterparts. These findings shed light on the psychological mechanisms driving consumer boycotts and emphasize the need for further research into group dynamics and moral decision-making in boycott participation to identify potential mediators.

Keywords: boycott; brand transgression; free riding; pro-social orientation; brand political support