Gender Difference in the Perception of Guilt in Consumer Boycott in Brazil

Abstract

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.

Do consumer boycotts really matter with global companies? The moderating effect of gender differences

“…Fortunately, a few studies investigating boycotts offer useful evidence on how gender difference influences behavioral intention or actual behavior (Cruz et al, 2017;Delistavrou, 2021;Krishna and Kim, 2019;Lindenmeier et al, 2012;Neilson, 2010;Stolle et al, 2005). For example, Cruz et al (2017) found that after receiving negative information about Nike's supply chain abuse, Brazilian women felt more guilty than men, leading to stronger boycott motivations against Nike products. Similarly, while Lindenmeier et al (2012) demonstrated women's stronger inclination to boycott coupled with feelings of outrage, Stolle et al (2005) suggested that women show a higher tendency toward political consumerism (i.e.…”

“…Although early investigators offered mixed results regarding gender differences, initial insights about the role of gender in predicting consumer boycotts are valuable. While women feel more guilty and uncomfortable than men toward unethical corporate behaviors (Cruz et al. , 2017), affective processes are highly associated with women's (as compared to men's) outrage and boycott intention (Lindenmeier et al.…”

“…Fourth, this study also posits that perceived behavioral control of boycotts directly curbs actual purchase behavior. According to prior studies examining boycott campaigns or consumer behavior (Cruz et al. , 2017; George, 2004; Klein et al.…”

“…, 2004; Stolle et al. , 2005), only a few have offered insights on possible explanatory mechanisms conceptualizing gender in consumer boycotts (Cruz et al. , 2017; Delistavrou, 2021; Krishna and Kim, 2019; Lindenmeier et al.…”

“…In addition, these prior studies offer conflicting findings. Although a lot of research supports the more active participation of women in boycotts (Cruz et al. , 2017; Klein et al.…”