Do consumer boycotts really matter with global companies? The moderating effect of gender differences

Purpose - Drawing on the theory of planned behavior, this study aims to conduct an empirical investigation on whether and how psychological and motivational factors (i.e. attitudes, subjective norms and perceived behavioral control) affect actual purchase behavior. It does so through the lens of boycott intention and gender differences in the context of boycott campaigns. Design/methodology/approach - Focusing on the South Korean boycott campaign against Japanese companies, this study employs a structural equation model using survey data from 571 South Korean consumers to test the hypotheses. Findings - While the three psychological and motivational factors inhibit all three dimensions of actual purchase behavior (i.e. purchase frequency, number of items purchased and purchase amount) through increased boycott intention, perceived behavioral control of boycotts directly curb South Korean consumers from purchasing Japanese products. Additionally, the effect of boycott intention on overall actual purchase behavior is stronger for men than for women, suggesting a moderating role of gender. Practical implications - To mitigate the devastating impact of unexpected consumers' boycott campaigns, this study advises that global brand management and attractive online channels are essential while considering the differential impact of gender. Originality/value - By conceptualizing three dimensions of actual purchase behavior capturing behavioral changes before and after a boycott, this study highlights the linkages between psychological and motivational factors, intentions and behaviors. Additionally, this study attempts to clarify the previously conflicting evidence on gender's role in boycott campaigns while taking a culture-inclusive psychologies approach to gender.