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How the product-harm crisis influences consumer boycotts: the role of social distance

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  • Yalin Li

    (Suqian University)

  • Min Zhao

    (Hubei University of Economics
    Hubei Internet Finance Information Engineering Technology Research Center)

Abstract

Product-harm crises can be categorized into two types on the basis of the number of enterprises involved: single-enterprise and group product-harm crises. Although the incidence of group product-harm crises is increasing, prior research has focused predominantly on single-enterprise product-harm crises, with limited attention paid to group product-harm crises, particularly their impact. This study aims to examine how a product-harm crises influence consumer boycott behaviour by investigating the mediating role of blame attribution and perceived betrayal, as well as the moderating role of social distance. Through a scenario-based experimental survey, three studies were conducted, collecting a total of 726 samples to test the hypotheses. The results indicate that consumers exhibit stronger boycott intentions in response to group product-harm crises than in response to single-enterprise product-harm crises. Crucially, this effect is mediated by blame attribution and perceived betrayal. Additionally, social distance moderates the relationships between product-harm crises and consumer boycotts, perceived betrayal, and blame attribution.

Suggested Citation

  • Yalin Li & Min Zhao, 2025. "How the product-harm crisis influences consumer boycotts: the role of social distance," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-14, December.
    • Handle: RePEc:pal:palcom:v:12:y:2025:i:1:d:10.1057_s41599-025-05058-6
    DOI: 10.1057/s41599-025-05058-6
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