How Cultural Values and Ethnicity Influence Attitude Toward Boycotting a Company in a Multicultural Marketplace

Abstract

The sites where boycott participation is most prevalent are multicultural marketplaces, but the cultural values driving consumers’ judgments and decisions are not deeply understood. Drawing on survey data from a national panel of multi-ethnic American consumers, this study identifies the cultural values that play a pivotal role in shaping consumer boycott attitudes within this market. The study also demonstrates the importance of ethnicity in understanding consumers’ attitudes toward boycotting a company.

Keywords: cultural values, ethnicity, attitude toward boycotting, multicultural market, USA