Consumer boycotts of foreign products: a metric model
Author:Murat Hakan Altintas, Bahar F. Kurtulmusoglu, Hans Ruediger Kaufmann, Serkan Kilic and Talha Harcar
JEL:A13, D7, M31, Z13
DOI:
Keywords:Consumer boycott, discourse analysis, foreign product, marketing,
measurement, xenophobia
Abstract:
Even if reactions to foreign goods are measured by means of various conceptual structures,
few studies approach the question from the point of view of boycotts. Responding to this
scarcity and with the aid of netnography, this study examines antecedents of consumer
boycotts of foreign goods. The study considers the degree to what a measurement model is
useful for examining this boycott process. When the study examines the boycotting of
foreign goods as an individual or social process, the study examines the phenomena of
nationalism, xenophobia, country-of-origin, and ethnocentrism as antecedents. The
conversion of the dimensions obtained from discourse analysis into items and that were
tested by means of exploratory and confirmatory factor analysis lead to two discoveries: 1)
three basic dimensions – hate against foreign products, citizen consumers and economic
independence - influenced decisions to boycott and 2) the second-order model (all
constructs load on one construct as consumer boycotting) was more valid than the three
first-order models.