Special Issue Article

“Don’t Go, Don’t Buy”: Understanding the Motivations of the Anti-Japan Boycott Movement in South Korea During an International Conflict

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Abstract

Using the case ofthe 2019 boycott of Japanese products in South Korea, this study aims to investigatehow consumers are motivated to participate in a national boycott movementduring an international conflict via a theoretical model. Drawing insights fromconflict management, consumer behavior, and public relations literature, thisstudy identified key predictors of consumer animosity, which motivated Koreanpublics to engage in negative peer communication and boycott Japanese productsand services. The results of an online survey revealed that Korean consumers’patriotism, susceptibility to normative influence, and perceived quality ofrelationship with the foreign (Japanese) government significantly increasedtheir animosity toward the country, Japan. Consumer animosity played animportant role in publics’ conflict management strategies, including activenessin negative communication with their peers about Japan and Japanese productsand intentions to participate in the national boycott movement. Theoretical andpractical implications are discussed.

Keywords:

• peer communication,
• international conflict,
• government-public relations,
• susceptibility to normative influence,
• patriotism,
• boycotting intentions,
• peer communication,
• international conflict,
• government-public relationship,
• susceptibility to normative influence,
• patriotism,
• boycotting intentions,
• consumer animosity