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Understanding and Predicting Consumers’ Boycott Participation: An Application of the Theory of Planned Behavior
| Content Provider | Semantic Scholar |
|---|---|
| Author | Farah, Maya F. |
| Copyright Year | 2007 |
| Abstract | Despite a worldwide growth in the number of boycott campaigns, the results of related studies are inconclusive as the motives behind individual participation in such campaigns are still largely ignored. Drawing on a socio-cognitive theory, namely the Theory of Planned Behavior (Ajzen, 1991), the paper will aim to understand and predict consumers’ participation in the boycott launched in the Arab World against American companies. This campaign, which has built gradually in the Middle East as a sign of civilian protest against the US policy in the region, is an ideal test bed for the studying of consumer boycotting motives. The analysis will be based on an empirical investigation conducted in Lebanon prior to the July 2006 war with Israel, and this through a survey administered to a randomized systematic sample of 500 Lebanese consumers. The analysis will be performed by splitting the sample into two sub-samples, grouping Muslim and Christian participants, the two main religious groups in the Middle-East. This innovative application of a social psychology theory to this area of consumer behavior, namely that of consumers’ passive resistance to purchasing in such a volatile and complex research setting is expected to yield significant contributions at all the theoretical, empirical, and practical levels. This research area is of an increasingly sensitive nature due to its importance both for business stability and international relations. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://archives.marketing-trends-congress.com/2008/Materiali/Paper/Fr/Farah.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
