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Politics at the Mall: The Moral Foundations of Boycotts
Journal of Public Policy & Marketing  (IF4.5),  Pub Date : 2020-08-26, DOI: 10.1177/0743915620943178
Daniel Fernandes

This article examines the motivations of liberals and conservatives to boycott and buycott. Nine studies demonstrate that although both liberals and conservatives engage in consumer political actions, they do so for different reasons influenced by their unique moral concerns: Liberals engage in boycotts and buycotts that are associated with the protection of harm and fairness moral values (individualizing moral values), whereas conservatives engage in boycotts and buycotts that are associated with the protection of authority, loyalty, and purity moral values (binding moral values). In addition, the individualizing moral values lead to a generally more positive attitude toward boycotts, which explains why liberals are more likely to boycott and buycott. Liberals’ greater concern for the suffering of others and unfair treatment makes them more likely to engage in consumer political actions. Conservatives, in turn, engage in consumer political actions in relatively rarer cases in which their binding moral values are affected by corporate activity.