Animosity leads to boycott and subsequent reluctance to buy: evidence from Sino Indian disputes

Abstract

Purpose The purpose of this paper is to investigate if animosity outbreaks against China result in a consumer’s reluctance to buy Chinese goods. It further studies the relationship of consumer animosity upon boycott and reluctance to buy (RTB). Design/methodology/approach A descriptive research design was applied by using the self-administered survey method for collecting data from 473 participants, mostly working graduates from the metropolitan city of Delhi in India. Thereafter, the measurement model was checked by confirming the reliability and validity of the constructs followed by checking for the strength and direction of the proposed hypothesis of the structural model (using SPSS 23 and AMOS 20) and to validate the proposed model developed based on the regret theory. Findings All the three types of animosity tend to negatively influence the buying behavior. When markets mature, consumers become concerned about their country’s civil status and boycott goods from hostile countries or places. Through this research, it is possible to find consequences of animosity on Chinese goods consumption, which is RTB. Boycott mediates the animosity relationship with RTB. The regret theory implies that individuals hold self-blame for taking an alternative decision. Domestic market players like local retailers, merchandisers, importers avoiding importing products originating from offending countries would be the managerial implications. Originality/value Consumer boycott is not unheard of in a Sino Indian context, but it lacks empirical research. This paper addresses perceived hostilities between two emerging super powers by applying the regret theory.

Effects of consumer animosity on boycotts: the role of cognitive-affective evaluations and xenocentrism

“…This type of animosity was originally evaluated by Klein et al (1998) with their Klein-Ettenson-Morris (KEM) animosity model of foreign product purchase. Numerous studies have confirmed the impact of consumer animosity on product attitudes and purchase intentions in different national settings, such as American consumers' attitudes toward Chinese (Witkowski, 2000) and Russian goods (Harmeling et al, 2015); Chinese (Antonetti et al, 2019;Harmeling et al, 2015;Klein et al, 1998;Yang et al, 2015), Korean (Lee and Chon, 2021) and American (Klein, 2002) attitudes and their boycotts toward Japanese products and Indian consumers' animosity and purchase intentions toward Chinese products (Raman and Aashish, 2021;Sengupta, 2022;Verma, 2021).…”

The Electronic Boycott of Foreign Products and its Impact on the Purchasing Rate of the Jordanian Consumer for Products from Beirut Lights Company for Hygienic Paper Manufacturing

“…Thus, these boycotts could be on a nationwide level (Luo & Zhou, 2020). An individual or group may engage in a boycott if they feel social pressure to do so, according to one school of thought (Verma, 2022). When it comes to politics in general, Ali and Anwar (2021) investigated where consumers stand in terms of worldview.…”