Consumer motivations to boycott: focus on non-green products
Author
Granström, Juho Tuukka Sakari
Term
4. Term
Publication year
2014
Submitted on
2014-06-06
Pages
60
Abstract
Dette speciale undersøger, hvorfor forbrugere vælger at boykotte ikke‑grønne produkter, om tidligere identificerede boykotmotiver også gælder her, og hvilke motiver der er særlige for denne løbende, værdibårne boykotform. Med en systemtilgang betragtes forbrugere som indlejret i et netværk af andre individer, boykotmål og organisationer, og der indsamles data via et spørgeskema, der kombinerer kvantitative spørgsmål med åbne svar. Resultaterne peger på, at den vigtigste drivkraft er oplevelsen af at kunne gøre en forskel; øget selvværd spiller også en rolle, mens socialt pres og andres indflydelse synes begrænset. De åbne svar fremhæver helbredsgevinster for én selv som primær, og miljømæssige gevinster som sekundær, motivation for at undgå ikke‑grønne produkter. De væsentligste barrierer er mangel på egnede alternativer og høje priser på grønne produkter. Da der anvendes et ikke‑sandsynlighedsudvalg, er generaliserbarheden begrænset, om end stikprøven vurderes at repræsentere grønne forbrugere. Resultaterne er relevante for både mulige boykotmål og udbydere af grønne alternativer og understreger, at disse forbrugere er selvmotiverede til at skabe forandring, men kan afholdes af begrænset udvalg og omkostninger. Studiet bidrager ved at belyse boykot af ikke‑grønne produkter og ved at betragte boykot som en kontinuerlig forbrugspraksis frem for en enkeltstående begivenhed.
This thesis examines why consumers choose to boycott non‑green products, whether motivations identified in prior boycott research apply in this context, and what motives are specific to this ongoing, values‑driven form of boycott. Using a systems approach, the study views consumers within a network of other individuals, boycott targets, and organizations, and gathers data through a survey combining quantitative items with open‑ended questions. Results indicate that the perceived ability to make a difference is the strongest driver; enhanced self‑esteem also matters, whereas social pressure and the influence of others appear limited. Open‑ended responses highlight health benefits to oneself as the primary, and environmental benefits as a secondary, motive for avoiding non‑green products. The main barriers are a lack of suitable substitutes and the high prices of green alternatives. Because a non‑probability sample was used, the findings have limited generalizability, though the sample is judged to represent green consumers. The results inform both potential boycott targets and providers of green alternatives, underscoring that these consumers are self‑motivated to effect change but may be deterred by limited choice and cost. The study contributes by addressing boycotts of non‑green products and by framing boycott participation as a continuous consumption practice rather than a one‑off event.
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