Customer Boycotts - Research Proposal Example

? Business Research Proposal Executive Summary The proposed research study aims at addressing the various factors associated with s’ participation in boycotts. In the present day context, the tendency of customer boycotts has increased to a great extent as a depiction of consumer activism against the unethical business functions performed by companies. Correspondingly, boycotts are used as an effective measure to discourage unethical practices of business organisations. Under such circumstances, it has become quite vital to define the factors contributing or rather encouraging consumers to boycott particular products. This understanding will not only help in developing more sustainable strategies but will also facilitate in maintaining effectiveness throughout the business channel, ensuring greater degree of responsible attitude among the participants. In this study, a quantitative research approach has been proposed that would help in obtaining adequate and appropriate information in relation to consumer boycotts in the recent era and the factors contributing to the same. Table of Contents Executive Summary 2 Introduction 4 Problem Statement 6 Research Objectives 7 Hypotheses 8 Rationale of the Study 9 Literature Review 10 Social Pressure 12 Corporate Social Responsibility (CSR) and Customer Attitude 12 Corporate Social Responsibility (CSR) and Brand Image 14 Motivation for Boycott Participation 15 Consequences of Consumer Boycotts 17 Research Design 18 Research Approach 18 Data Collection 19 Sampling 19 Ethical Issues 20 Measurement 20 Data Analysis Plan 21 References 22 Appendix: Questionnaire 25 Introduction Conceptually, boycotts are referred as particular techniques that can be used by stakeholders against those corporate entities those are responsible for executing unethical operations, inhibiting the interests of its internal or external stakeholder group. These techniques can be used by consumers or workers or any other stakeholder, having in interest in the company’s ethical performance (Murtagh & Lukehart, 2012). It is usually identified as a process on the basis of which, consumers decipher their voluntary and determined refusal or disapproval to buy, use or participate in any event of company on the grounds of unethical practices that may include fraudulent business, discriminatory practices, lack of transparency and integrity in the functioning or engagement of the company in illegal activities. Boycotts are significant when undertaken in groups as the strength tends to intensify with increased number of consumers willingly abandoning the product or service. Boycotts are commonly executed by racial minorities, women’s rights activists, labour unions, religious groups and consumers. Commonly, boycotts are organised in groups with the intention to bind the corporate entities towards performing ethically sound functions and avoid or discontinue practicing malpractices and unethical tactics rendering due significance to customers’ interests. In this context, any consumer can be recognised as a boycotter (Murtagh & Lukehart, 2012). Boycotts are organised by dedicated as well as energetic activists who are willing to stand forward for any issue that is witnessed to be hampering the social, ethical and environmental factors of the region. Moreover, the reasons which are accountable for organising boycotts should be definite and accurate so that adequate supports as well as assistances are obtained from others activists. The objectives of boycotts should also be measurable, precise and realistic. In this regard, shareholder resolutions are also identified to be an effective technique for influencing companies to change in accordance with the determined objectives of boycotts. It is worth mentioning in this context that shareholder resolutions are effective as shareholders can force the management of a company to change certain policies, which are inappropriate and unethical company as per the legal norms and thus, fail to work for the interest of the society at large. Furthermore, on a global context, boycotts are determined to be an effective measure than other techniques, which traditionally used to include lobbing and letter writing campaigns in order to influence corporate entities to withdraw from unethical policies and practices (Murtagh & Lukehart, 2012). Consumer boycotts are today executed by activists with the objective of urging consumers to change their buying behaviour relating to any product of a particular company or brand due to social or legal issues signifying such functioning of the corporate as unethical practices. Boycotts are mainly organised by Non-Governmental Organisations (NGOs) and other pressure groups nowadays. These organisations conduct boycotts with the intention of influencing the purchase decisions of consumers towards certain products and brands. In managerial decision-making, corporate sectors are identified to greatly emphasize towards issues concerning their Corporate Social Responsibility (CSR) and corresponding obligations to perform as an ethically sound entity. By avoiding unethical business practices, companies have been observed to gain better advantages from responsible brand imaging, which further contributes to the company’s reputation as well as goodwill in the long run. Such techniques also assist companies to attract a larger volume of sales and financial growth, to execute operations in a consistent manner in the long-run. In this regard, business organisations have often been observed to formulate and implement suitable measures and policies in order to ensure that business operations are executed in an ethical manner. Additionally, companies need to ensure that products and/or services offered are in accordance with social and environmental standards so as to mitigate the chances of consumer boycott. Studies have revealed that consumer boycotts negatively affect the financial performance of a company and acting as a threat on its survival, by hindering its long run sustainability (Klein, Smith & John, 2002). It has also been observed in prior studied that the practice of consumer boycotts are used immensely against companies, which include Procter and Gamble for testing their products on animals, oil companies like ESSO for adversely affecting the environment and McDonald’s for procuring and curing meat products using chemicals hazardous for consumer health (Delacote, 2006). Problem Statement As can be observed from the above discussion, consumer boycotts, will remain the issue in concern for the proposed research. In this study, due consideration will be rendered towards defining customer boycotts as measures adopted by consumers as activists in order to influence companies to alter their unethical business practices and policies so that they are able to operate their operations in a manner, which is more suitable in satisfying the stakeholder’s interests. Consumer boycotts are executed against companies, which are recognised to adopt unethical practices in product or service development that cause direct adverse impacts on social and environmental factors. Consumer boycotts are performed in forms of campaigns with the sole objective of pressurising companies to change their policies and operations, which are unethical and inappropriate for consumers, or for the society or the environment at large. Consumer boycott urges consumers to reject the purchase products as well as participate in trading operations of companies involved in unethical business practices (Klein, Smith & John, 2004). There are various corporate sectors that are in recent days, found to be involved in various kinds of unethical business practices, among which some of the common examples include testing products on animals and production of harmful materials hampering the society unfavourably affecting the health of labours or the consumers. Moreover, there are other malpractices which include unsuitable dumping of wastages and releasing pollutant components in the environment that affects the sustainability of the community at large (Klein, Smith & John, 2004). Referring to the above context, consumer boycott can be illustrated as a barrier to the effective performance of a company due to decreased sales and hindered goodwill in the targeted consumer market. Moreover, it affects the brand image and reputation of a company in the worldwide market segments and may also be treated as a threat for the survival of a business organisation. In this regard, the proposed research study will be executed towards identifying the several factors accountable for urging consumers to opt for boycott activities. Research Objectives The research objectives for this particular proposed study will be based on different variables listed as follows: Independent Variables: - Unethical business practices - Social pressure -Consumer attitude towards CSR activities performed by the company -Brand image Dependent Variable: -Active participation of consumers in consumer boycott Moderating Variables: -Consequences of consumer boycotts -Outcome of success Mediating Variable: - Motivation for boycott participation Hypotheses Hypothesis I: Null hypothesis (H0): Unethical business practices have direct impact on the participation of consumers in boycotts. Alternative hypothesis (H1): Unethical business practices have no impact on the participation of consumers in boycotts. Hypothesis II: Null hypothesis (H0): Increase in social pressure leads to a decrease in the participation of consumers in boycotts. Alternate hypothesis (H1): Social pressure changes have no impact on the participation of consumers in boycotts. Hypothesis III: Null hypothesis (H0): Attitude of consumers towards corporate social responsibility causes strong effects on the participation of consumers in boycotts. Alternate hypothesis (H1): Attitude of consumers towards corporate social responsibility does not lead to any change observable on the participation of consumers in boycotts. Hypothesis IV: Null hypothesis (H0): Better brand image of a company is directly associated with the falling rate of consumer boycotts in the recent scenario. Alternate hypothesis (H1): Increase or decrease in the brand image does not determine the participation of consumers in boycotts. Rationale of the Study This particular proposed study will be conducted with the objective of ascertaining the various factors responsible for changing the perceptions of consumers towards certain products and brands in a much negative manner, due to unethical and opposing business practices of any company. Emphasising this particular objective, the proposed study will also facilitate in determining the impact of consumer boycott on the performance of a company. Assumptions on this proposed study consider that greater participation of consumers in boycotts lead to a worsening state for the company to secure its long run sustenance. Hence, it can be affirmed that through this study, recognising few major factors acting as contributors to customers’ tendency of boycotts will be possible. Using such an understanding, better strategies can be developed to suffice the growth needs of the company along with securing its long-run sustenance. Literature Review Consumer Boycott Consumer boycott is recognised to be a procedure on the basis of which, campaigns are organised by consumers and other social activists as a protest against the unethical and inappropriate business practices conducted by particular companies (Klein, Smith & John, 2004). According to Klein, Smith & John (2004), consumer boycotts are determined as a process, where social groups and other activists by voluntarily abandoning purchase and use of materials offered by particular companies on the grounds of ethical soundness. Consumer activists participating in boycotts also execute activities urging individuals and other consumers to refrain from purchasing selected brands and/or products offered by particular companies. Klein, Smith & John (2004) have also noted that individuals and consumers are recognised to be possessing different perceptions and motivational needs about their involvement in boycott activities. Additionally, the effectiveness of boycott activities is determined on the number of consumers who are involved in the campaign. Additionally, the effectiveness of consumer boycott is identified from the accomplishment of boycott objectives, wherein the consequences often indicate towards reducing sales of a product, which has been boycotted by the consumers. The success of consumer boycott is dependent on the active participation of consumers. As stated by Klein, Smith & John (2004), there are six factors which are responsible for the success of the consumer boycott including active participation of potential consumers, consciousness of consumers to act voluntarily against the company boycotted, social pressure, consistency of the attitude of participants with the determined boycott goals, integrity of leadership in boycott activities and the cost associated with participation. There are two main types of boycotts identifiable when focusing on the above stated issue in concern; viz., instrumental and expressive consumer boycotts. Instrumental boycotts are used with the intention of forcing corporate sectors to modify the disputed policy measure. On the other hand, expressive boycotts are used in generalised forms with the aim of communicating displeasure of consumers against the actions executed by companies (Klein, Smith & John, 2004). In a similar perspective, Altintas, Kurtulmusoglu, Kaufmann, Kilic & Harcar (2013) has stated that consumer boycott is used as an effective tool in influencing corporate sectors involved in performing unethical business practices and policies. Additionally, there are various factors accountable for consumer boycott. Among these, the most common ones include law violation, child labour and pollution related issues. Altintas, Kurtulmusoglu, Kaufmann, Kilic & Harcar (2013) also signified that the vociferous attitudes of the pressure group and other social groups with regard to social concerns, replicated in a collective manner, are the result of boycott practices. Individual and consumers participating in the boycott practices possess personal as well as social self-esteem and knowledge about the goals and objectives. There are three important factors considered in the investigation of consumer boycott that principally include the goals as well as causes of boycott, the consequences of practices of boycott and motivation of individuals participating in boycotts (Altintas, Kurtulmusoglu, Kaufmann, Kilic & Harcar, 2013). Social Pressure According to Klein, Smith & John (2004), social pressure is identified to be an effective tool in influencing consumers to participate in boycotts. Social pressure is seemed to mainly affect consumers’ purchasing behaviour in relation to products, which are consumed publicly. Consumers with the identification of social issues, which arises due to the malpractices and unethical business practices effecting social as well as environmental conditions are encouraged to participate in boycotts. In this regard, with increased participation of consumers, the effectiveness of the boycotts tends to enhance, creating greater pressure on the company to perform ethically (Klein, Smith & John, 2004). Hence, it can be affirmed that social pressure imposes considerable influence on the effectiveness of consumer boycotts. Corporate Social Responsibility (CSR) and Customer Attitude In the present business scenario, companies are required to adopt efficient social as well as environmental policies with the objective of executing business operations in a responsible manner. In this regard, companies can be observed to have adopted CSR policies at large, with the aim of making considerable contribution towards the economic development of a country (Dolnicar & Pomering, 2007). According to Dolnicar & Pomering (2007), CSR policies are also quite likely in assisting substantial developments as well as enhancements in the life quality of employees, people and the community at large. Companies develop CSR policies on the basis of various factors, which primarily include corporate governance practices, integrated business practices, marketing programs, employee relations programs, human rights and environment concerned initiatives. Contextually, companies executing their operations socially as well as economically are offered with adequate support from the end of consumers through their consistent purchasing and increase market share. Additionally, companies offering better welfare activities and support to the society and its consumers are able to perform sustainably; while, a performance contrary to this situation, is most likely to yield unfavourable consequences for the companies, withdrawing consumers from purchasing the product or service on offer (Dolnicar & Pomering, 2007). Hence, it can be affirmed that company’s inclination to perform its business operations efficiently, with due significance to its CSR initiatives, may help in discouraging consumers from performing boycotts and thus, secure the long run objective of company sustenance. In another article, Oberseder, Schlegelmilch & Gruber (2011) studied that consumers are interested on the information provided in the CSR reports of companies. The CSR reports provide adequate information in relation to the business practices and strategies adopted by companies with respect to the effective production as well as welfare activities. In this context, Oberseder, Schlegelmilch & Gruber (2011) have identified that there are various factors urging consumers to have CSR information. Few of these primary factors are supply and demand of products, company engagement in welfare activities and development of strategies for societal and communal developments. Consequently, increased interest in CSR information is also seemed to affect the consumer preferences and the purchase behaviours of consumers (Oberseder, Schlegelmilch & Gruber, 2011; Mohr, Webb & Harris, 2001). Corporate Social Responsibility (CSR) and Brand Image Emphasising the tendency of consumers to participate in boycott, Pomering (2005) signified that brand image also plays an important role along with CSR information in influencing consumers and encourage their preferences and buying behaviour in a favourable manner for the company. In this regard, it has been observed that companies including The Body Shop, Edun and American Apparel have provided with effective CSR reports, which assisted them in building their popularity and brand image. Respectively, with developed brand image, the performances of these companies have improved to a great extent (Pomering, 2005). Similarly, according to Carrigan & Attalla (2001), consumers are to be well informed about the products’ quality and business operation procedures of a company to restrain them from participating in boycotts. Information in the CSR report can influence the purchasing preferences of consumers. Additionally, companies providing effective information in CSR reports will be able to increase market share with escalated number of customers. CSR will also improve the reputation and the brand image of companies to a substantial extent. Carrigan & Attalla (2001) have also signified that purchase decisions and product preferences of customers are recognised to be dependent of the brand value of a company. In the present business scenario and market conditions, consumers are seemed to be more attracted towards branded products and/or services. In this respect, brand is also recognised to be playing an effective role in influencing the purchase decisions of consumers and their participation in boycott practices. Respectively, companies offering branded products and/or services are identified to be affected due to unethical practices by a greater extent, as consumers are knowledgeable about these products and are easily persuaded by activists to participate in boycotts (Carrigan & Attalla, 2001). Motivation for Boycott Participation According to Akpoyomare, Adeosun & Ganiyu (2012), there are various factors responsible for motivating consumers to participate in boycotts, which include the following. (i) Perceived Egregiousness Akpoyomare, Adeosun & Ganiyu (2012) have stated that consumers participate in boycotts on the perception of standing against the unethical business conducts and inappropriate policies performed by a company, affecting employees, the environment, society and consumers at large. Moreover, social or economic boycotts force companies to execute their business operations ethically and morally, which again motivates them to participate in the boycott. These boycotts are organised with the intention of mitigating certain kind of social issues such as child labour, animal welfare, environment protection and rights of employees (Akpoyomare, Adeosun & Ganiyu, 2012). (ii) The Desire to Promote Change The desire of consumers to promote change reflect the issues on the basis of which, boycotts are executed. Akpoyomare, Adeosun & Ganiyu (2012) have in this regard noted that the ultimate objective of consumers is to change the policies as well as practices of the boycott targeted companies (Akpoyomare, Adeosun & Ganiyu, 2012). (iii) Self-enhancement Akpoyomare, Adeosun & Ganiyu (2012) have further signified the psychological aspects of a consumer. In this regard, consumers are required to have a better knowledge about the issues on the basis of which, the boycott is organised against a firm grounded on the inappropriateness of the business conduct. The psychological aspect is further associated with self-enhancement. Contextually, with the boycott, consumers are observed to change their purchase habits towards the products and/or services of boycott targeted companies. Consumers with better self-enhancement will also be able to improve the effectiveness of boycott, as per the study conducted by Akpoyomare, Adeosun & Ganiyu (2012). (iv) Rationalizations Akpoyomare, Adeosun & Ganiyu (2012) have implied in the study that boycotts should be based on rationalised ideas as well as objectives in order to mitigate the highlighted unethical issue against companies. Respectively, strong rationalization tends to facilitate in obtaining adequate support from consumers in order to execute boycotts successfully (Akpoyomare, Adeosun & Ganiyu, 2012). (v) Costs According to Akpoyomare, Adeosun & Ganiyu (2012), boycott practices involve certain costs. In this regard, costs influence the decisions of consumers participating in boycotts as they may involve individual expenses. However, consumers concerned about the social and the environmental development are likely to take active participation in boycotts, irrespective of the costs involved (Akpoyomare, Adeosun & Ganiyu, 2012). Consequences of Consumer Boycotts Consumer boycotts are used as an effective measure in the present scenario with the intention of mitigating issues related to unethical and inappropriate business practices (John & Klien, 2003). Correspondingly, John & Klien (2003) stated that boycotts are used at an extensive scale with the aim of resolving the rising ethical issues, including inappropriate working environment, animal testing, releasing of pollutants and wastage dumping in suitable sites. In this context, there are various companies identified to be boycotted for unethical practices. For examples, Nestle was boycotted for its promotional activity for infant formula in developing countries; boycotting practices were executed against Microsoft for the alleged misuse of its monopoly power; Amazon.com was also boycotted with regard to its attempt to tag line ‘one-click shopping’; consumers boycotted KFC for executing operations against animal welfare; while Shell oil was boycotted for damaging the delta of Nigerian river (John & Klien, 2003). In this respect John & Klien (2003) have stated that consumer boycotts had severely affected the sales figure, management decisions and profitability margin in these companies. As a consequence, there has been a fall in the share prices of companies against whom boycott practices were executed (John & Klien, 2003). Furthermore, John & Klien, (2003) have noted that consumer boycotts are accountable for unfavourably affecting the relationship amid customers and a company in worldwide market segments. Boycotts are usually conceptualised to be an effective instrument to change the purchasing behaviour of consumers. Moreover, these practices are used as a source of intimating customers from withholding their purchase of products and/or services of boycotted companies. Respectively, the marketing operations of a boycotted company are seemed to be affected due to decrease demand of their products (John & Klien, 2003). According to Koku, Akhigbe & Springer (1997), consumer boycotts have immense influences on the performance of companies with decreased market share and lockouts. Thus, boycotts may have adverse impacts on the financial performances of a boycotted company due to stoppage of work, steeply falling demand and substantial decrease in sales as well as profitability. Boycotts are also seemed to affect the brand image of a company immensely on a global context resulting in ineffective performances, which in turn inevitably hinders its long-run sustenance (Koku, Akhigbe & Springer, 1997). Research Design Research Approach In this particular research proposal, a quantitative research approach will be used. Quantitative research approach will assist in determining the relationship amid the various variables, which have been recognised from the literature review in association with the scale of consumer boycotts. Quantitative research approach will also aid in ascertaining appropriate outcomes through statistical and mathematical computations. The ultimate objective of applying a quantitative research approach in the proposed study is to implement mathematical models and/or hypotheses relating to the topic to be studied. Quantitative research approach is likely to aid in analysing large amounts of data collected. The quantitative study will further assist in ascertaining the relationship existing amid the practical examinations of the study with numerical figures. This approach is also identified to be less time consuming and effective in evaluation eradicating chances of biases (Sukamolson, 2013). Data Collection In this proposed study, data will be collected from both primary data and secondary data. The primary data will comprise information collected from the questionnaire survey. The various dimensions of ‘consumer boycott’, can be apparently observed as interrelated i.e. one variable is affecting the other variable. In this regard, a questionnaire survey will be executed with the aim of collecting data for conducting this proposed research study. The questionnaire survey will be executed through face-to-face interview. Apart from the primary data, secondary data will be collected from various sources comprising journals, articles and books. In the survey, data will be collected through interviews with direct participation of respondents and researchers in order to mitigate errors or inaccuracy in the obtained responses. Additionally, a non-obstructive method will be adopted in the data collection process for this proposed study, with the intention of obtaining data from the respondents based on their views as well as opinions in an unbiased manner (Bsapp, 2010). After collection of data, they will be analysed through editing and coding. Editing will assist in identifying data, which are legible and consistent. On the other hand, coding will assist in summarizing the collected data in a systematic manner. Sampling The population of this proposed study will consist of KFC customers. This particular proposed study will be conducted with a sample size of 200 respondents. The data will be collected from customers through the above mentioned survey method, on the basis of their decisions as well as comments in relation to the boycott of KFC. The target audiences for the survey will be both teenagers and adults ranging from 18 to 50 years of age, as the target audiences of these age groups are the majority of the population consuming fast food. Moreover, these audiences decipher a greater degree of concern about the ethical and the social issues witnessed in the present scenario of business environment. Ethical Issues Interviews will be conducted on the consent of the respondents. The respondents will be offered with a free consent form in order to ensure that the respondents participate on their will. The personal data and responses of the respondents will be kept confidential with the intention of ensuring their privacy interests. The collected data will be stored in electronic manner and will be destroyed after a stipulated period of time so that the collected is not misused in future (Ivankova, 2002). Measurement In this proposed research study, the collected data will be analysed quantitatively applying numerical and statistical analysis tools. The data and information collected from the literature review as well as survey will be interpreted with the assistance of Likert scale. The collected data will also be scaled based on the preferences of respondents. In this survey, around 14 questions will be formulated with the aim of ascertaining the opinions as well as decisions of consumers. Accordingly, Likert scale will assist in interpreting the collected data by scaling the decisions or responses obtained through the survey maintaining highest possible extent of accuracy and comprehensiveness. The hypothesis testing will be conducted with the assistance of multiple regression analysis. Validity and reliability of this proposed study will assist in mitigating measure errors. Validity will ensure that the study has been executed properly in accordance with the aims and objectives of this proposed study. Reliability of this proposed study will ensure that findings obtained are true, fair as well as error free ascertaining the sensitivity and the suitable for future referral. The validity and the reliability of the collected data will be assessed with the application of Cronbach’s Alpha method. Data Analysis Plan In this study, the collected data will be analysed using a quantitative research method with the intention of ensuring appropriate findings. In this regard, a certain statistical tool will be applied on the basis of which, data analysis will be conducted. These tools will include descriptive statistic, multiple regression analysis and expected results. In descriptive statistic, the collected data will be interpreted in order to depict the in order to depict the significance of each customer as per the customer’s perceptions. In this study, descriptive analysis will be appropriate as Likert scale is used to measure the data. Multiple regression analysis will also be used as there are multiple variables that are interrelated. It is worth mentioning in this context that regression analysis will assist in determining the association amid these variables affecting consumers’ tendency to participate in boycotts. In the expected result section, the positive relationship amid the variables will be determined. References Akpoyomare, O. B., Adeosun, L. P. K., & Ganiyu, R. A. (2012). Consumer motivations for participation in boycotts. Business and Management Review 2(9), 1-8. Altintas, M. K., Kurtulmusoglu, B. F., Kaufmann, H. R., Kilic, S., & Harcar, T. (2013). Consumer boycotts of foreign products: a metric model. The Protection of Consumer Rights in the Field of Economic Services of General Interest 15(34), 485-504. Bsapp. (2010). Types of Research. Retrieved from http://bsapp.com/seniorprojects/adobe_files/introductionpres/spnotes.pdf Carrigan, M., & Attalla, A. (2001). The myth of the ethical consumer - do ethics matter in purchase behaviour? Journal of Consumer Marketing 18(7), 560-578. Delacote, P. (2006). Are Consumer Boycotts E?ective? Retrieved from http://www.iamz.ciheam.org/GTP2006/FinalpapersGTP2006/19final.pdf Dolnicar, S., & Pomering, A. (2007). Consumer response to corporate social responsibility initiatives: an investigation of two necessary awareness states. Retrieved from http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1450&context=commpapers Ivankova, N. V. (2002). Research permission and ethical considerations. http://www.sagepub.com/creswellstudy/Sample%20Student%20Proposals/Proposal-MM-Ivankova.pdf John, A., & Klien, J. (2003). The boycott puzzle: consumer motivations for purchase sacri?ce. Retrieved from http://www.ajkconsulting.com/theboycottpuzzle.pdf Klein, J. G., Smith, N. C., & John, A. (2002). Exploring motivations for participation in a consumer boycott. Advances in Consumer Research 29, 363-369. Klein, J. G., Smith, N. C., & John, A. (2004). Why we boycott: consumer motivations for boycott participation. Journal of Marketing 68 (3), 92-109. Koku, P. S., Akhigbe, A., & Springer, T. M. (1997). The financial impact of boycotts and threats of boycott. Journal of Business Research 40, 15–20 Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behaviour. The Journal of Consumer Affairs 35(1), 45-72. Murtagh, C., & Lukehart, C. (2012). Co-op America’s Boycott Organizer’s Guide. Retrieved from http://www.greenamerica.org/PDF/GuideBoycottOrganizers.pdf Oberseder, M., Schlegelmilch, B. B., & Gruber, V. (2011) "Why don’t consumers care about csr?" - a qualitative study exploring the role of csr in consumption decisions. Journal of Business Ethics, 104 (4). 449-460. Pomering, A. A. (2005). Corporate Social Responsibility (CSR): an examination of consumer awareness, evaluation and purchase action. Retrieved from http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2913&context=commpapers Sukamolson, 2013. Fundamentals of quantitative research. Retrieved from http://www.culi.chula.ac.th/e-journal/bod/suphat%20sukamolson.pdf Appendix: Questionnaire 1. Sex: Male Female 2. Age: 18 to 25 26-40 41 to 50 3. The fast food industry you prefer: Branded National Local 4. What are the reasons for visiting KFC? Good menu selection To eat Chicken Service quality 5. How often do you visit KFC? 1 to 2 times a week 3 to 4 times a week 5 to 6 times a week Over 7 times a week 6. Do you favour KFC due to its brand value? Strongly agrees 4 3 2 1 0strongly disagrees 7. Do you know about the corporate social responsibility policies of KFC? Yes No 8. Are you aware about the unethical business practices of KFC? Yes No 9. Are you aware of consumer boycotts? Yes No 10. How do you know about KFC boycotts? Newspaper or Television or Radio Internet Magazine Friends 11. What are the reasons for participating in KFC boycotts? Social pressure Concern towards social and environmental issues Minimising unsocial and unethical practices of KFC 12. What are your attitudes towards corporate social responsibility of a company? Majorly concerned about corporate social responsibility Minimise use of products of a company executing unethical practices Boycotting unethically practicing companies to alter their decisions 13. What are the factors that will motivate you to participate in boycotts? Self enhancement Social consciousness Eagerness to change business practices Environment protection Read More