From Ethical Shoppers to Bargain Hunters: A Study on Consumer Preferences Amidst International Brand Boycotts

Aamir Kibria; Dr. Mehtab Begum Siddiqui; Dr. Najia Shaikh; Aashi Mir

Authors

Aamir Kibria Lecturer, Department of Management Sciences, Shaheed Zulfiqar Ali Bhutto Institute of Science and technology (SZABIST) University, Hyderabad. Author
Dr. Mehtab Begum Siddiqui Assistant Professor, Institute of Commerce and Management, University of Sindh, Jamshoro. Author
Dr. Najia Shaikh Assistant Professor, Institute of Commerce and Management, University of Sindh, Jamshoro. Author
Aashi Mir MS HRM, Mehran University of Engineering and Technology, Sindh, Pakistan. Author

Abstract

This study investigated the transition of consumer choice from ethical to economic motivations, especially in the case of international brand boycotts. Consumer awareness on the potential socio-political impact of their purchasing decisions has been countered by appealing discounts from foreign food brands, with a connection to human rights violations. This study analyzes the impact of price sensitivity on consumer behavior during such ethical boycotts of fast food chains like KFC and McDonald's, as these are viewed by people's in Pakistan as ahold no moral values and linked with the countries engaged in human right violations against Palestinian's. Data were retrieved from 312 respondents to analyze consumer attitudes and decision making process using Structural Equation Modelling (SEM) via Smart PLS. The results add insights into consumer behavior in politically sensitive contexts, highlighting the tension between ethical shopping and bargain hunting.

Keywords: Consumer Preferences, Ethical Shoppers, Bargain Hunters, Brand Boycotts, Human Rights Violations, Smart PLS, Fast Food, Sindh, Consumer Behavior