Effects of Food Corporate Social Irresponsibility on Animosity and Boycott Behavior
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Corporate Social Irresponsibility, Animosity, Reluctance to Buy, Boycott Behavior, Altruistic Value
Abstract
This research aims to analyze the influence of Food Corporate Social Irresponsibility (FCSI), animosity, and reluctance to buy on boycott behavior with consumers’ altruistic value orientation as a moderating variable among food and beverage product consumers in West Sulawesi, Indonesia. The boycott phenomenon has increasingly become a global trend as a form of consumer protest against corporate actions deemed socially irresponsible. Using a quantitative approach with Structural Equation Modeling (SEM) analysis, data were collected through questionnaires from 200 respondents in West Sulawesi. Research findings indicate that FCSI has a positive and significant effect on animosity, and animosity has a positive and significant effect on reluctance to buy. However, FCSI does not significantly influence reluctance to buy, neither animosity nor reluctance to buy significantly affects boycott behavior, and FCSI does not significantly influence boycott behavior. Additionally, consumers’ altruistic value orientation does not prove to moderate the relationship between animosity and boycott behavior, nor between reluctance to buy and boycott behavior. The results suggest that although FCSI can trigger animosity and reluctance to buy, these factors do not necessarily drive consumers to engage in boycott behavior, providing insights for companies in managing reputation and developing more effective communication strategies to address the negative impacts of consumer perceptions regarding corporate social irresponsibility.
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