Why Consumers Boycott More Than Buycott: The Role of Perceived Instrumentality and Self-Enhancement

Consumers can voice their values by avoiding purchase from brands that oppose their values (boycotting) or deliberately purchasing from brands that support their values (buycotting). Prior literature has found that consumers are more likely to boycott than to buycott, but it has not yet provided a clear answer to why this is the case. Drawing from the literature on boycotting, we argue that this difference is, in part, because consumers perceive boycotting versus buycotting: (1) to be more instrumental in influencing brands’ actions and (2) to better satisfy self-enhancement motives. In our context, we show that self-enhancement motives are stronger than instrumental ones in influencing activism engagement intentions. Three experiments provide support for the predictions. The findings offer implications for activists calling consumers to engage in activism and for brands responding to boycotts and buycotts.