A Tale of Two Boycotts

Abstract
Consumers have the power to influence the social performance of corporations, but in the United States this power has gone largely unused. And too little attention has been paid to consumer issues by IABS scholars. To better understand why and when consumer boycotts are either effective or successful, this paper studies the reaction to two oil industry incidents: the Exxon Valdez oil spill in Alaska and the Shell Oil Brent Spar controversy. Five ingredients are identified as important to the understanding of consumer activism: culture, context, cause, challenge, and charisma
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