Investigating the impact of Product Category on Consumer Guilt Levels: A Study of Emotional Responses to Purchase Intentions of Boycotted Products
Abstract/Description
This study investigates how product categories influence consumer guilt when purchasing boycotted products, particularly in politically charged contexts like the Israel–Palestine conflict. By distinguishing between utilitarian and hedonic product types, the research examines variations in emotional responses and purchase intentions among Pakistani consumers. Using qualitative responses and quantitative analysis, the study finds that consumers experience higher guilt levels when purchasing hedonic products from boycotted brands. These insights contribute to understanding ethical consumer behavior and can inform brand strategies in conflict-sensitive markets.
Keywords
Consumer Guilt, Boycott Behavior, Product Category, Ethical Consumption, Political Consumerism, Israel vs Palestine Conflict, Brand Perception
Track
Marketing
Session Number/Theme
Marketing - Session I
Start Date/Time
13-6-2025 4:10 PM
End Date/Time
13-6-2025 5:30 PM
Location
MCS-5, AMAN-CED Building
Recommended Citation
Khan, S., Khan, T., Aamir, R., Kumar, A., & Shahid, L. (2025). Investigating the impact of Product Category on Consumer Guilt Levels: A Study of Emotional Responses to Purchase Intentions of Boycotted Products. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/25
COinS
Investigating the impact of Product Category on Consumer Guilt Levels: A Study of Emotional Responses to Purchase Intentions of Boycotted Products
MCS-5, AMAN-CED Building
This study investigates how product categories influence consumer guilt when purchasing boycotted products, particularly in politically charged contexts like the Israel–Palestine conflict. By distinguishing between utilitarian and hedonic product types, the research examines variations in emotional responses and purchase intentions among Pakistani consumers. Using qualitative responses and quantitative analysis, the study finds that consumers experience higher guilt levels when purchasing hedonic products from boycotted brands. These insights contribute to understanding ethical consumer behavior and can inform brand strategies in conflict-sensitive markets.
Comments
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