South Korean Consumers’ Attitudes toward Small Business Owners Participating in the 2019 Anti-Japan Boycott

This study investigated consumer attitudes and the motivation of small business owners who participated in the 2019 anti-Japan boycott in South Korea (hereafter, Korea). The main areas of inquiry involved self-expression, the realization of justice, and consumer attitudes as elements of patriotic consumption. A seven-day survey was conducted among 500 adult consumers aged 18 years and older in Korea. The retrieved data were subjected to frequency analyses, reliability analyses, factor analyses, paired t-tests, and regressions. Declining Japanese product sales indicated high levels of a consumer boycott. The analyses demonstrated that consumers held positive attitudes toward small business owners who shared their boycotting beliefs and goals. Second, self-expression and the realization of justice motivation were relatively high, as were attitudes toward the participation message and small business owners who were participating in the boycott. Korean consumers had relatively high intentions to visit the stores of small business owners who were participating in the boycott. Lastly, self-expression motivations, motivations to realize justice, consumer attitudes toward the boycott participation messages of small business owners, and consumer attitudes toward the small business owners themselves had statistically significant positive effects. Small business owners holding general consumer beliefs about boycott participation should actively spread their support messages, and this would provide an excellent opportunity to create positive long-term awareness. This study provided a unique insight into Korean consumer behaviors when patriotism was considered. The findings have significant implications for small business owners looking to sustain themselves during product boycotts.