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

Alexander Josiassen; Eva Lang; Astrid Nørfelt; Florian Kock; A. George Assaf

doi:10.1016/j.jbusres.2024.114796

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

Alexander Josiassen^*, Eva Lang, Astrid Nørfelt, Florian Kock, A. George Assaf

^*Corresponding author for this work

Department of Marketing

Research output: Contribution to journal › Journal article › Research › peer-review

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Abstract

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.

Original language	English
Article number	114796
Journal	Journal of Business Research
Volume	182
Number of pages	10
ISSN	0148-2963
DOIs	https://doi.org/10.1016/j.jbusres.2024.114796
Publication status	Published - Sept 2024

Keywords

Place solidarity
Boycotting
Intergroup threat theory
Consumer biases

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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

abstract = "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.",

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AU - Assaf, A. George

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AB - 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.

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