The aim of this chapter is to analyze consumer boycot from the perception of men's and women's guilt on a speciic case involving Nike company through partners in its supply chain in China. The study was conducted with consumers in the city of Rio de Janeiro "razil in . In the process of validating a scale of consumer boycot in "razil, the items of the original scale were kept, but were grouped in diferent factors. The emerged factors were perception of guilt, inluence from others, boycot eiciency, and purchase frequency. Testing relationship among demographic variables and these factors, only gender was signiicant on perception of guilt. In this sense, we seek in psychology, psychoanalysis also briely in anthropology and history , features that could explain the reasons why women feel guiltier than men, and thus are more likely to boycot.