BOJKOTOWANIE PRODUKTU A PREFERENCJE WARTOŚCI KONSUMENTÓW
PRODUCT BOYCOTT AND CONSUMER VALUES PREFERENCES

Summary/Abstract: The objective of the paper is to investigate the relations of the customers' participation in product boycott and values preferred by them. The conceptual framework is based on the Schwartz’s theory of human values. Data from the European Social Survey are used to test research hypotheses. Findings clearly show that consumers who take part in product boycotts place greater importance on independence as well as they attach less importance to conservatism (tradition, conformity, security) and egoistic values (power, achievement) then other consumers.

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