Các yếu tố ảnh hưởng đến sự tham gia tẩy chay của những người trẻ Việt Nam

Abstract

Boycotting behaviour has emerged as a prominent expression among young Vietnamese consumers, driven by their early and extensive engagement with social networks and digital platforms. This study investigates the motivations behind young Vietnamese participation in boycott movements, focusing on the interplay of expressive and instrumental factors. Using specific scenarios related to McDonald's fast-food as a case study, the research develops and tests hypotheses to identify drivers and inhibitors of boycott actions. Findings reveal distinct differences between Vietnam and other countries in the dynamics of Boycott Participation, highlighting the significant role of emotions such as anger and sympathy over Brand Image in shaping consumer actions. The study underscores the importance of corporate ethical practices and social responsibility in mitigating boycotts. Proactive engagement, sincere apologies, and demonstrable improvements are essential strategies for businesses to regain consumer trust and signal a commitment to change. These insights offer practical implications for brands aiming to navigate and address boycott challenges effectively in Vietnam's evolving consumer landscape