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

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