How Boycott Intentions Expand Consumer Choice: Integrating Ethics into Economic Decision-making of UPLB students

Date

6-2025

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Ma. Janda Ira Felina M. Benedictos

Committee Member

Jefferson A. Arapoc, Gideon P. Carnaje, Ma. Angeles O. Catelo

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Abstract

This study examines how psychological factors influence consumer boycott behavior among university students by integrating Consumer Choice Theory with the Theory of Planned Behavior (TPB). Traditional economic models struggle to explain systematic demand modifications based on ethical considerations, treating boycott behavior as deviations from rational choice rather than expansions of utility functions that include moral satisfaction alongside material benefits. Through a survey of 393 undergraduate students at the University of the Philippines Los Baños (UPLB), this research investigates how attitudes toward boycotting, subjective norms, perceived behavioral control, and demographic characteristics influence boycott intention formation and participation decisions using non-parametric tests and logistic regression analysis. Results reveal that perceived behavioral control and subjective norms emerge as primary drivers of boycott participation, while traditional economic variables like income show limited influence, challenging conventional economic assumptions about income constraints limiting ethical consumption choices among university students. Instead, psychological readiness and social influence drive demand modification behavior, supporting an expanded Consumer Choice Theory framework that incorporates ethical considerations as legitimate components of rational economic decision-making. The research contributes to understanding consumer activism in developing country contexts, demonstrating that boycott behavior reflects utility-maximizing decisions where ethical consistency and social conformity outweigh material utility considerations, providing valuable insights for understanding contemporary market dynamics where ethical considerations increasingly influence consumer demand patterns.

Language

English

LC Subject

Boycotts, Consumers' preferences, Decision making—Economic aspects

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 E2 Q48

Notes

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Document Type

Thesis

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