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Consumer animosity, product quality judgement, and boycott behavior: mediating role of negative emotions – China and Vietnam

Author

Listed:
  • Viet Quoc Cao

    (UEH - University of Economics Ho Chi Minh City)

  • Tan Vo-Thanh

    (CERIIM - Centre de Recherche en Intelligence et Innovation Managériales - Excelia Group | La Rochelle Business School, Excelia Group | La Rochelle Business School)

  • Mustafeed Zaman

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

Abstract

This study examines the underlying mechanism of the relationship between consumer animosity and product quality judgement (PJ) and that between consumer animosity and boycott behaviour (BB) as well as the conceptualization of consumer animosity and BB using the cognitive-affective-behaviour model and exploratory sequential mixed-methods design. The results indicated that (1) BB is a two-dimension concept, (2) consumer animosity is formed by relationship animosity (RA) and economic animosity (EA), (3) PJ and BB are influenced by cognitive appraisals (i.e. RA and EA) through negative emotions (i.e. anger and disgust), and (4) PJ is negatively related to BB.

Suggested Citation

  • Viet Quoc Cao & Tan Vo-Thanh & Mustafeed Zaman, 2025. "Consumer animosity, product quality judgement, and boycott behavior: mediating role of negative emotions – China and Vietnam," Post-Print hal-05399115, HAL.
    • Handle: RePEc:hal:journl:hal-05399115
    DOI: 10.1080/13602381.2025.2551001
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