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Consumer boycott of companies implementing offshoring strategies
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori:  Silvia Grappi 
Anno di pubblicazione:  2015 Fascicolo: Lingua: Italiano 
Numero pagine:  16 P. 123-138 Dimensione file:  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: Delocalizzazione, boicottaggio, atteggiamento, etnocentrismo

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Silvia Grappi, La decisione del consumatore di boicottare le imprese che delocalizzano le proprie attività all’estero in "MERCATI E COMPETITIVITÀ" 3/2015, pp. 123-138, DOI:10.3280/MC2015-003007

   

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