Earticle

초록

영어

Often in the global trading system, U.S. companies who have their products manufactured in developing countries are involved in crises caused by alleged sweatshop conditions at those manufacturers. Using a representative sample of 1124 drawn from Qualtric’s national panel, the current study explores the link between consumer-centric moral values and boycott intentions against anti-sweatshop boycotts. Drawing from Moral Foundations Theory, this study found that two types of moral foundations—individualizing and binding— are found to influence three types of consumers’ boycotts— clean-hands, negative word-of-mouth and instrumental boycotts— mediated by their blame attributions and emotional reactions. This study’s findings indicate also that individualizing foundations directly and intuitively might trigger boycott intentions even without further cognitive and affective processes, whereas binding foundations tend to inhibit boycott intentions unless associated with attribution and emotional outrage.

목차

Abstract
 Theoretical Backgrounds
  Moral Foundation Theory (hereinafter MFT)
  Boycott behaviors
  Blame attributions and Boycotting Behaviors
  Emotional reactions to unethical corporate behavior
 2. Method
  2.1. Sample and Procedure
 Results
  2.2.Answer to RQ and Tests of H1, H2 and H3
  2.3. Mediation analysis
 Discussion
 References

키워드

저자

• Kyu Jin Shim [ Singapore Management Univ. ] 발표자
• Joon Soo Lim [ Syracuse Univ. ] 발표자
• 김효정 [ 국제원자력대학원대학교 ] 토론자

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  한국PR학회 학술대회

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  1999~2023

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