This study focuses on boycotts driven by geopolitical crises, exemplified by the backlash against French retailer Leroy Merlin in Poland during Russia’s invasion of Ukraine. It examines the cognitive processes underlying consumers’ decisions to boycott specific companies during crises and the factors influencing shifts in participation over time. It also explores how corporate crisis management and communication strategies affect boycott dynamics. Using a temporal perspective, results show that perceived company errors can exacerbate actions, while transparency and consistency help ease tensions in polarized contexts. Additionally, the study demonstrates that enhancing value propositions (e.g., quality, services, price) can reduce boycott participation.
Brunel et al. (Wed,) studied this question.