Human Ecology Research

The Korean Home Economics Association (대한가정학회)
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Relevance between Consumer Boycott Participation and Perception Types on the Consumer Boycotts

소비자 불매운동에 대한 인식유형과 참여의도와의 관련성

  • Jeon, Hyang-Ran (Department of Child and Family Welfare, University of Ulsan) ;
  • Seo, Jeong-Hee (Department of Child and Family Welfare, University of Ulsan)
  • 전향란 (울산대학교 아동가정복지학과) ;
  • 서정희 (울산대학교 아동가정복지학과)
  • Received : 2014.04.30
  • Accepted : 2014.10.20
  • Published : 2015.04.30
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Abstract

This study analyzed domestic consumers' perceptions of and participation in consumer boycotts and its relation to ethical consumerism by surveying 1,000 people aged 20 or more with an on-line questionnaire. Collected data were analyzed in terms of frequency, factor analyses, cluster analysis, ${\chi}^2$, and one-way analysis of variance. The research findings are summarized as follows. First, consumers had an average (or higher) perception level of consumer boycotts and were categorized into consumer boycott groups of pursuit of self-realization, achievement of results, and pursuit of rationality according to perception patterns of consumer boycotts. Second, the consumer boycott group of self-realization exhibited a high intention for participation in economic and ethical consumer boycotts and was active in all aspects compared to other groups; in addition, the consumer boycott group of results achievement was in the lowest level of ethical consumerism with a low intention for participation in consumer boycotts and ethical consumer boycotts along with the lowest perception level for consumer boycotts as ethical consumption. The consumer boycott group of rational pursuit was comparatively skeptical about the influence of consumer boycotts and with a low level of deontological ethical consumerism. They had additional doubts about the effectiveness of consumer boycotts despite being active participants. The study contributes to the establishment of an ethical consumer behavior theory by investigating connections between the perception patterns of and participation in consumer boycotts as well as ethical consumerism as consumer boycotts conceptually expand as a form of ethical consumption.

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