Boycott behavior in sport and examination of its antecedents: A study on football fans

Boycott is a form of purchasing opposition exhibited by consumers when they encounter a distressing situation, individually or collectively, with other consumers. Its goal is to punish the person or organization involved by refraining from purchasing, with the aim of changing the undesirable situation. A variety of factors can give rise to a boycott, including economic, religious, political, environmental, and ethical considerations. Assessing their effectiveness can be challenging, as outcomes vary widely. In some instances, consumers' attempts to alter behavior may prove fruitless, while in other cases, boycotts can lead to significant repercussions for the targeted individuals or organizations. The consequences of boycotts can encompass economic losses, harm to brand reputation, and psychological effects. Regarding duration, some boycotts may fade rapidly, while others can persist for years. The factors that determine this duration are the consumer's motivation to continue the boycott and the responses to the boycott. The targets of boycotts can also be sports clubs. Historical examples show that fans not only boycott firms associated with rival teams, but also boycott their own clubs. Such actions can lead to significant financial losses for clubs. Given this context, the purpose of the research is to identify the antecedents of fan boycott behavior. Besides these, other purpose of the research ascertain the conditions under which fans are likely to engage in a boycott, predict the methods they will use to execute the boycott, and offer recommendations for managing a crisis based on a boycott. The population of this study consists of football fans in Turkey. A convenience sampling method was employed, resulting in a total of 433 participants. The data collected from these participants were analyzed using frequency analyses, correlation, and regression analysis. Additionally, the validity of the scales utilized in this study was assessed through confirmatory factor analysis. The study's findings indicate that the primary reason fans engage in boycotts is the ethical violations committed by their clubs, including match-fixing and doping. Following this, the loss of trust in management and sporting failures are the following most prevalent reasons. Regarding boycott methods, fans predominantly utilize social media to express their criticisms, cease purchasing match tickets, and avoid buying licensed merchandise. Additionally, motivations such as the desire to effect change and seek emotional recovery also play a significant role in fans' decisions to boycott.