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This study aims to understand consumer behavior in ethical consumption through buy-cott and boycott dynamics, exploring corporate strategies. Data from 343 SNS-active consumers aged 20s-50s were analyzed for altruism, social responsibility, self-expression, and interactivity effects on buy-cott and boycott. Women and those in their 50s showed higher engagement in ethical consumption. Altruism and social responsibility positively influenced both buy-cott and boycott, with altruism more impacting buy-cott and social responsibility influencing boycott. SNS user interactivity positively affected buy-cott, while social face sensitivity exclusively influenced boycott. These findings highlight demographic variations and key factors driving ethical consumption behaviors. In conclusion, the study offers insights for corporations to develop targeted strategies in ethical consumption. Understanding buy-cott and boycott dynamics is crucial for navigating this landscape effectively.
Ko et al. (Thu,) studied this question.