The Effect of Consumer Animosity on the Intention to Boycott Japanese Seafood: Focusing on the Moderating Effects of Consumer Participatory Role Recognition and Media Exposure

The purpose of this study is to examine the impact of consumer animosity toward Japan on participation in the Japanese fisheries boycott and to analyze the moderating effects of consumer participatory role recognition and media exposure. To test the hypotheses, surveys were conducted among Korean and Chinese consumers in their 20s and 30s, followed by multiple regression analysis. The empirical analysis revealed that personal animosity among Korean and Chinese consumers toward Japan significantly influenced their boycott intentions. Additionally, the moderating effects of consumer participatory role recognition and media exposure varied in their influence on the relationship between personal animosity, national animosity, and boycott participation. This study provides meaningful insights into consumer animosity, participatory role perception, media influence, and consumer boycott behavior, contributing to a deeper understanding of the factors shaping consumer decision-making in international market dynamics.