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This study used the March 2021 “Xinjiang Cotton Incident” as an empirical context to examine the mechanisms through which situational animosity, ethnocentrism, brand relationship quality, and psychological affect influence consumer boycott intention. The findings reveal that event-driven political emotions can erode the brand relationship quality of companies associated with the focal country and generate psychological tension and discomfort, thereby rapidly transforming geopolitical conflict into market resistance. Although consumer ethnocentrism is not related to boycott intention, it exerts an indirect influence through psychological affect. Overall, consumer boycott intention is not driven by a single emotional or ideological mechanism but stem from the interaction of political emotions, identity-based norms, and relational bonds within the marketplace.
Deng et al. (Thu,) studied this question.