The aim of this chapter is to analyze consumer boycott from the perception of men's and women's guilt on a specific case involving Nike company through partners in its supply chain in China. The study was conducted with 281 consumers in the city of Rio de Janeiro (Brazil) in 2012. In the process of validating a scale of consumer boycott in Brazil, the 13 items of the original scale were kept, but were grouped in different factors. The emerged factors were perception of guilt, influence from others, boycott efficiency, and purchase frequency. Testing relationship among demographic variables and these factors, only gender was significant on perception of guilt. In this sense, we seek in psychology, psychoanalysis (also briefly in anthropology and history), features that could explain the reasons why women feel guiltier than men, and thus are more likely to boycott.
Part of the book: Gender Differences in Different Contexts