Purpose

This study examines the predictive ability of the theory of planned behaviour (TPB) to explain consumers' intentions to boycott “unethical”super market (S/M) products. It aims to expand the TPB by investigating the moderating role of politics and selected demographics in the formation process of behavioural intentions.

Design/methodology/approach

A survey with personal interviews was conducted in the urban area of Thessaloniki, Greece. The two-stage area, in combination with the stratified sampling, resulted in a representative sample of 420 useable questionnaires.

Findings

Consumers were found to be mostly influenced by subjective norms to participate in a boycott campaign against “unethical” products, the next time they visited an S/M. Moderation analyses revealed that the effect of subjective norms gets higher in the group of consumers with lower policy control (PC) scores; the effect of attitudes gets higher in those with higher leadership competence (LC) in the society. Furthermore, the effect of attitudes on intentions gets stronger in men, younger than 44 years old, better educated and earning relatively higher incomes.

Originality/value

The contribution of this study to the boycotting research agenda concerns the expanded TPB model; it introduces scantly so far exogenous variables, namely politics and demographics.

中文翻译：

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计划行为和抵制理论：社会政治控制和人口统计的调节作用

目的

本研究检验了计划行为理论 (TPB) 对解释消费者抵制“不道德”超市 (S/M) 产品的意图的预测能力。它旨在通过调查政治和选定的人口统计数据在行为意图形成过程中的调节作用来扩展 TPB。

设计/方法/方法

在希腊塞萨洛尼基市区进行了一项个人访谈调查。两阶段区域与分层抽样相结合，产生了 420 份可用问卷的代表性样本。

发现

发现消费者在下次访问 S/M 时，主要受主观规范的影响，参与抵制“不道德”产品的运动。适度分析表明，在政策控制（PC）得分较低的消费者群体中，主观规范的影响更高；在社会中具有较高领导能力（LC）的人中，态度的影响会更高。此外，在年龄小于 44 岁、受过良好教育且收入相对较高的男性中，态度对意图的影响更强。

原创性/价值

本研究对抵制研究议程的贡献涉及扩展的 TPB 模型；迄今为止，它几乎没有引入外生变量，即政治和人口统计。