Pride and Prejudice: A Netnographic Study of Boycott Motivations

Sammanfattning: The main purpose of this study is to provide an understanding of boycotter motivations in a current and ongoing boycott. From the data gathered the authors establish their own boycott motivation themes relating specifically to the Kellogg's case. A Netnography is the main method used for the collection of qualitative data. With the aid of previous literature the authors establish prevalent themes relating to the drivers of anti– consumption and boycott participation. These themes of the Evil Corporation, American Pride, and Pot Culture are compared with the pre‐established themes of Self– Image, Brand Avoidance, and Consumer Resistance and Retaliation. Among the first researchers to use a Netnographic approach (and qualitative data) to study an ongoing boycott, the conclusions show that one single egregious act motivates individuals to boycott for many different reasons.