Human Ecology Research

The Korean Home Economics Association (대한가정학회)
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A Study on Influencing Factors on Consumer Boycott intention by Applying Extended Model of Goal-Directed Behavior

확장된 목표지향적 행동모델을 적용한 소비자 불매운동의도에 대한 영향요인 연구

  • Zhang, Meng Jiao (Department of Consumer Information Science, Konkuk University) ;
  • Lee, Seung Sin (Department of Global trade and Consumer, Konkuk University) ;
  • Ryu, Mi Hyun (Department of Consumer Information Science, Konkuk University)
  • 장몽교 (건국대학교 소비자정보학전공) ;
  • 이승신 (건국대학교 국제통상.소비자전공) ;
  • 류미현 (건국대학교 소비자정보학전공)
  • Received : 2017.10.16
  • Accepted : 2017.12.15
  • Published : 2017.12.30
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Abstract

This study is to apply a goal-directed model for ethical consumption behavior and to see which factors influence consumers' boycott intention. We identify factors related to a goal-directed model for consumers, level of ethical consumption tendency, and boycott desire; in addition, factors that affect boycott intentions were also analyzed. The results of this study are as follows. First, consumers' boycott intentions are not high and public intention motivation is relatively low. Second, negative anticipated emotion shows an indirect effect with boycott desire as a mediator. Third, ethical consumption tendency has a significant effect on boycott desire and boycott intention. Therefore, we have to let consumers know that boycott actually shows a consumer's right and that it is also necessary to conduct various ethical consumption education.

Keywords

References

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