Home Country Bias in the Moral Obligation to Boycott Offshoring Companies
This
paper examines the motivations of consumers who boycott companies that announce
offshore factory relocations. Study 1 confirms that negative empathic emotions,
perceived efficacy, and attribution of responsibility explain how strongly
consumers feel morally obligated to boycott. Moral obligation is a mediator
that raises boycott intention. In Study 2, a 2 (attribution) x 2 (origin)
factorial experiment demonstrates that internal attribution evokes moral
obligation only if the target is foreign. Managers should be aware that
consumers consider what managers are doing (relocating factories), why they are
doing it (attribution of responsibility), and who is doing it (member of
national in-group/out-group).
Hoffmann, S. (2013). Home Country Bias in the Moral Obligation to Boycott Offshoring Companies, Journal of Marketing Theory and Practice, 21 (4), 371-388.
Hoffmann, S. (2013). Home Country Bias in the Moral Obligation to Boycott Offshoring Companies, Journal of Marketing Theory and Practice, 21 (4), 371-388.