The attitude towards boycotts: determining factors

2019

According to the theories of reasoned action and planned behavior, the precedent to any human conduct is the intention to display such conduct. People’s attitudes are one of those precedents. Our work is framed within this line of research, as it seeks to analyze and explain the main determinants of attitudes towards boycotts. Thus, we understand that consumers’ attitudes towards boycott behavior depend on three fundamental beliefs: perceived legitimacy of the behavior, ethical idealism towards such behavior, and finally, ethical relativism towards boycott behavior. We emphasize legitimacy since the relevance of legitimacy processes in the businessclient relationship lies in the validation …