Measuring consumer boycott participation intention within the scope of theory of planned behaviour and consumer ethnocentrism

This study examines the factors affecting consumers' intentions to participate in a boycott within the framework of the Theory of Planned Behavior (TBP). Using data obtained from 407 consumers living in Eskişehir, the effects of attitudes, subjective norms, and perceived behavioral control on boycott intention and the moderating role of ethnocentrism in these relationships were investigated. The findings show that positive attitudes towards boycotts, strong social influences, and high sense of control significantly increase the likelihood of participating in a boycott. In addition, it was determined that these effects are stronger in consumers with ethnocentric tendencies. This study contributes to understanding the dynamics of consumer boycotts and offers practical suggestions to businesses on managing consumer perceptions and preventing boycotts. The study emphasizes the importance of marketing and corporate policies being compatible with consumer expectations and values.