Exploring the Factors Affecting Consumer Boycott Behavior in Taiwan: Food Oil Incidents and the Resulting Crisis of Brand Trust

A consumer boycott is an important issue that is related to consumer rights as well as economic development. In 2014, a number of food safety incidents involving unscrupulous vendors in Taiwan raised people's concerns about food sources and created hostility toward the vendors responsible for the problem. In one particularly egregious case, a well-known brand company had repeatedly ignored the health of consumers, which led to a public scandal about its tainted cooking oil. As a result, many consumers – including a sizable number of young people – resisted buying its branded goods. This study sought to identify the motivations of young people involved in this boycott. Based on a literature review, the author designed a research framework and formulated a set of hypotheses. The author then conducted a questionnaire survey using a sample of 233 young people from two universities in Taipei. Statistical analysis of the results showed that brand distrust, boycott attitude, and perceived control have significant, direct effects on consumer boycott behavior. The study found that the two most important factors leading to a boycott attitude are perceived risk and perceived deception. Based on the findings, the paper offers suggestions and recommendations.