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Consumers’ Decision to Boycott “Unethical” Products: the Role of Materialism/post Materialism by Antonia Delistavrou; Athanasios Krystallis; Irene Tilikidou is a Business, Management and Accounting article available to read on EtoBox.

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## Purpose Although boycotting campaigns have been increasing, a limited amount of academic research has been focussed on the antecedents of consumers’ participation in the retail field. This paper presents an examination of consumers’ intentions to boycott the “unethical” supermarket products by a Theory of Planned Behaviour (TPB) application. Materialism/Post-materialism was incorporated in the research as a moderating variable. ## Design/methodology/approach Personal interviews were taken in a sample (420) selected by a probability sampling method. Structural equation modelling was performed to analyse the data. ## Findings TPB was found powerful to explain boycotting intentions. Consumers, who more strongly intent to boycott, are affected more by social norms than by attitudes and perceived behavioural control. Those consumers believe more strongly that boycotting “unethical” retail products will generate valuable outcomes, will comply with their referents’ expectations and will not be obstructed by any barriers. Post-materialists were found to hold stronger intentions than materialists. Materialists are mostly influenced by their attitudes and their perceived control over part

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Author

Antonia Delistavrou; Athanasios Krystallis; Irene Tilikidou

Publisher

Emerald

Published

2020

Language

EN

Field

Business, Management and Accounting (Social Sciences)