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Comparing the antecedents of boycotts and buycotts: mediating role of self-esteem on subjective well-being and the moderating effects of materialism.
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- Author(s): Özer, Mehmet; Özer, Alper; Koçak, Akın
- Source:
Journal of Marketing Management; Dec2022, Vol. 38 Issue 17/18, p1873-1906, 34p, 1 Diagram, 13 Charts- Subject Terms:
- Source:
- Additional Information
- Abstract: Consumers use different strategies to lead companies to behave environmentally. While boycotts are the most common ones, buycotts are relatively novel and more research is needed to understand this new phenomenon. This study aimed to comparatively investigate the antecedents (self-enhancement, moral obligation, expected efficacy) and consequences (self-esteem, subjective well-being) of participation in boycotts and buycotts. Besides, self-esteem is expected to be both a predictor of subjective well-being and also a mediator between participation intention and subjective well-being. The study also investigates the moderating effects of materialism on the impacts of participation motivations. According to the results, all hypotheses related to direct and indirect effects were supported, and the relationships were observed differently for boycotts and buycotts. Also, we found some significant moderator effects of materialism. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of Marketing Management is the property of Routledge and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Abstract:
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