earticle

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.