Abstract:

Consumers participate in a boycott because it is an expression of their social responsibility [1] and their opposition to the way a company operates based on a belief that the company has transgressed [2]. Boycotting decisions are based on awareness of corporate transgressions, their assessment [3] and emotional responses [4]. These individual processes appear to be insufficient to explain the whole consumer boycott phenomenon, as boycotting involves collective action problems [3]. Social capital theories may deepen our understanding of boycotts. Thus, we seek to explain how ties between people affect their boycotting decisions.