Sustainability related factor that affects the consumer boycott behaviour

Veloosamy, Kirubaananthan (2023) Sustainability related factor that affects the consumer boycott behaviour. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The sustainability factors affects the way a consumer protest against their stance. This research aims to identify the sustainability factor that affects the consumer boycott behaviour. The objective of this research is to identify the sustainability related factor that affects the consumer boycott behaviour and to identify the most influencing sustainability factor that affects the consumer boycott behaviour. As a data collection instrument, the investigator used the survey form, the questionnaire. The formulated questions are based on the objectives of the analysis. The final survey was conducted using 406 respondents who had some experience with consumer boycotting. This research uses quota sampling as non-probability sampling where samples were selectively chosen. This research also use Partial Least Squares (PLS) which is a componentbased SEM approach, to examine the relationships between dependent and independent variables using Smart PLS 4 software. The researcher able to identify that environmental concern, waste avoidance and local economy support are the accepted factors that affects consumer boycott behaviour. The most affecting factor was environmental concern. This factor can help a company to identify the problems in the product they output should not harm the environment. This reason can lead to consumers boycott the product and gives the company bad image reflection.

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