Investigating Place Solidarity and Consumer Boycotting in Threatening Times: A Study on the Ukraine-Russia Conflict

Solidarity with a suffering country has emerged as an important topic of discussion and influence in society. Using the Ukraine–Russia conflict as the research setting, this research explores the broader conceptual nature of place solidarity and its impact on consumer behavior. Our findings reveal that place solidarity significantly influences consumer boycotting behaviors and drives key behavioral intentions, such as willingness to buy and recommend. Moreover, the study finds that perceived threats to humanity are key motivators of place solidarity. By providing a comprehensive understanding and empirical examination of place solidarity, this research offers valuable insights for managers, as well as local and international policymakers.