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Podejscie do bojkotow konsumenckich mlodych konsumentow pokolenia Y w Polsce i Francji (Consumer Boycotts in Perspectives of Young Consumer of Generation Y in Poland and France)

Author

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  • Ma³gorzata Szwed

    (Wydzia³ Zarz¹dzania, Uniwersytet Warszawski)

Abstract

Young consumers are watching closely the activities of brands on the market and increasingly express their dissatisfaction by participating in consumer boycotts. This article focuses on showing the phenomenon of consumer boycotts through the prism of generation Y representatives in Poland and France. In the first part, the notion of consumer boycotts is explained and the characteristics of generation Y are presented, taking into account the differences between Poland and France. Then the results of quantitative research (CAWI), which concerned the willingness to get involved and forms of participation of young consumers from France and Poland in consumer boycotts, are presented. The analysis of the results showed that French students declare greater willingness to participate in boycotts than Polish ones. The main reason for participation for the French is that the boycott concerns an important issue, and for the Poles, that it concerns them personally. No significant differences have been shown as regards the preferred forms of participation in boycotts.

Suggested Citation

  • Ma³gorzata Szwed, 2020. "Podejscie do bojkotow konsumenckich mlodych konsumentow pokolenia Y w Polsce i Francji (Consumer Boycotts in Perspectives of Young Consumer of Generation Y in Poland and France)," Research Reports, University of Warsaw, Faculty of Management, vol. 1(32), pages 81-93.
    • Handle: RePEc:sgm:resrep:v:1:i:32:y:2020:p:81-93
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    References listed on IDEAS

    as
    1. Suzanne C. Makarem & Haeran Jae, 2016. "Consumer Boycott Behavior: An Exploratory Analysis of Twitter Feeds," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 193-223, March.
    2. Lee, Michael S.W. & Motion, Judith & Conroy, Denise, 2009. "Anti-consumption and brand avoidance," Journal of Business Research, Elsevier, vol. 62(2), pages 169-180, February.
    3. Andrew John & Jill Klein, 2003. "The Boycott Puzzle: Consumer Motivations for Purchase Sacrifice," Management Science, INFORMS, vol. 49(9), pages 1196-1209, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    boycott; consumer behaviours; generation Y; young customers; Poland; France;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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