How cultural values and ethnicity influence attitude toward boycotting a company in a multicultural marketplace
DOI:
https://doi.org/10.54167/ejbei.v2i2.1961Keywords:
Consumer Boycotts, Cultural Values, Hofstede’s Dimensions, Collectivism, Multicultural Markets, Ethnic Differences, Consumer Behavior, Attitude PredictionAbstract
This study investigates the influence of Hofstede’s cultural values on consumer attitudes toward boycotting corporations within a multicultural national context. Utilizing data from a diverse U.S. sample (N=2,574), multiple regression and ANOVA analyses were conducted to examine the predictive power of cultural dimensions and ethnic differences on boycott attitudes. Results indicate that collectivism, power distance, masculinity, long-term orientation, and indulgence significantly influence consumers’ boycott attitudes, explaining a modest but meaningful portion of the variance. Notably, African American/Black participants exhibited the most positive boycott attitudes, highlighting the interplay of cultural values and socio-historical factors. These findings underscore the importance of considering both cultural and contextual factors in understanding consumer boycott behavior, offering valuable insights for marketers and scholars studying multicultural consumer markets.
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