The effect of ethnocentrism, institutional hypocrisy and war animosity on the boycott tendency

In today's world, brands frequently emphasize their commitment to social responsibility projects and social issues. However, it is crucial to consider whether consumers perceive these claims as genuine or merely as marketing strategies. If brands use social responsibility projects solely for marketing purposes and do not contribute meaningfully, consumers may perceive this as hypocrisy and lose trust in the brand. Thisstudy aims to investigate the impact of perceived sincerity in social responsibility activities on the formation of boycott tendencies, considering the role of hostility towards the country of origin. Although consumers' perceptions of social responsibility activities are generally positive, the negative effect of country hostility on the formation of boycotts is the subject of this study. Our research aims to test the formation of boycott tendencies within the context of social responsibility activities. The research model was tested using multiple regression analysis with data collected from 350 consumers. The results of the study show that the factors most triggering boycott participation are the perception of insincerity and hypocrisy in the social responsibility activities conducted by companies. Animosity towards foreign countries and ethnocentric tendencies driven by loyalty to one's own country significantly influence the tendency to participate in boycotts against irresponsible behaviors of companies from other countries.