This paper investigates the impact of company offshoring decisions on consumer intentions to boycott the company. To this end, the study proposes and empirically tests the moderated mediation process underlying such consumer reactions. Results verify (1) the mediating role of consumer attitude towards boycotts in the relationship between the perceived egregiousness of the company offshoring decisions and the consumer intention to boycott the company, and (2) the moderating role of consumer ethnocentrism. Acknowledging that boycotts following offshoring decisions can pose a serious threat to companies in today’s marketplace, this study attempts to analyze in depth this phenomenon and provide helpful suggestions on how to deal with it.
Keywords: Offshoring, consumer boycott, attitude, ethnocentrism