Work

Young Consumers’ Boycotting Profiles in the UK and Finland: A Comparative Analysis

Year: 2022

Type: article

Abstract: This study uses latent profile analysis to identify boycotting subgroups within Finland and the UK and to explore their potential differences across countries. These subgroups are based on how young British and Finnish consumers assess that reference groups and their personal experiences have influenced their boycotting decisions. This study is based on comparative data obtained from the UK (n = 1,236) and Finland (n = 1,219). We identified four boycotting profiles: unlikely to be influenced, influenced by personal things, likely to be influenced, and moderately likely to be influenced. Our findings are especially relevant to consumer researchers, brands, and companies.

Source: Journal of International Consumer Marketing

DOI: 10.1080/08961530.2022.2140465

Authors: Jesse Tuominen, Eero Rantala, Asko Tolvanen, Vilma Luoma-aho, Terhi-Anna Wilska

Institution: University of Jyväskylä

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

Funder: Academy of Finland

Award: G715670774