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http://dx.doi.org/10.6115/fer.2017.049

A Study on Influencing Factors on Consumer Boycott intention by Applying Extended Model of Goal-Directed Behavior  

Zhang, Meng Jiao (Department of Consumer Information Science, Konkuk University)
Lee, Seung Sin (Department of Global trade and Consumer, Konkuk University)
Ryu, Mi Hyun (Department of Consumer Information Science, Konkuk University)
Publication Information
Human Ecology Research / v.55, no.6, 2017 , pp. 675-687 More about this Journal
Abstract
This study is to apply a goal-directed model for ethical consumption behavior and to see which factors influence consumers' boycott intention. We identify factors related to a goal-directed model for consumers, level of ethical consumption tendency, and boycott desire; in addition, factors that affect boycott intentions were also analyzed. The results of this study are as follows. First, consumers' boycott intentions are not high and public intention motivation is relatively low. Second, negative anticipated emotion shows an indirect effect with boycott desire as a mediator. Third, ethical consumption tendency has a significant effect on boycott desire and boycott intention. Therefore, we have to let consumers know that boycott actually shows a consumer's right and that it is also necessary to conduct various ethical consumption education.
Keywords
goal-directed behavior model; ethical consumption tendency; boycott intention;
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