Consumer boycott of companies implementing offshoring strategies

Author/s Silvia Grappi
Publishing Year 2015 Issue 2015/3
Language Italian Pages 16 P. 123-138 File size 504 KB
DOI 10.3280/MC2015-003007
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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.

Questo lavoro analizza una specifica risposta negativa del consumatore alla decisione dell’impresa di delocalizzare le proprie attività all’estero, ossia l’intenzione di boicottare l’impresa. A tal fine, lo studio propone, e verifica empiricamente, il processo sottostante tale reazione del consumatore. I risultati dimostrano (1) il ruolo di mediazione dell’atteggiamento del consumatore nei confronti del boicottaggio e (2) il ruolo di moderatore dell’etnocentrismo del consumatore, esercitati nel rapporto di influenza tra la percezione di "oltraggio" legata alla delocalizzazione dell’impresa e l’intenzione conseguente del consumatore di boicottarla. Riconoscendo nel boicottaggio dell’impresa che decide di delocalizzare all’estero le proprie attività una seria minaccia per l’impresa stessa, questo studio cerca di analizzare approfonditamente il fenomeno e di fornire utili suggerimenti su come affrontarlo.

Keywords: Offshoring, consumer boycott, attitude, ethnocentrism

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  • Consumer attitude toward reshoring: Related effects and relevant boundary conditions Silvia Grappi, Simona Romani, in MERCATI & COMPETITIVITÀ 4/2017 pp.37
    DOI: 10.3280/MC2017-004003

Silvia Grappi, Consumer boycott of companies implementing offshoring strategies in "MERCATI E COMPETITIVITÀ" 3/2015, pp 123-138, DOI: 10.3280/MC2015-003007