What motivates Portuguese consumers to boycott Russian companies amid the conflict in Ukraine?

: the role of making a difference

Abstract

This thesis aims to investigate whether Portuguese consumers have engaged in the act of boycotting Russian products in response to the ongoing conflict in Ukraine that began in February 2022, and if so, what are the motivations behind such boycotts. Consumer boycotts have a long history and have been used as a means of expressing dissatisfaction with an organization's tactics, government policies, or social issues. Moreover, existing models of boycott motivation are incomplete as they only consider beliefs and attitudes. This study aims to address this gap by examining the impact of six different variables on the intention to boycott by Portuguese consumers. The ongoing conflict in Ukraine provides an ideal case study for investigating the motivations of Portuguese consumers to boycott products associated with Russia. Previous research on the Ukrainian conflict has only focused on the financial market's reaction rather than individual consumer perspectives. This empirical study finds that the primary trigger for the Portuguese consumers to boycott is the desire to make a difference, and that perceived effectiveness, ethical idealism or counterarguments ended up not being significant in the decision to boycott. The study concludes that the main motivations behind the boycott by Portuguese consumers are the desire to make a difference, animosity towards a country, and social influence. The research provides insights for companies that are or may be affected by boycotts, policymakers, and academics interested in consumer behavior. The findings also have implications for companies that operate in countries facing conflict situations and must navigate political tensions.

Date of Award	4 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)