Expanding boycott repertoire: politically motivated consumer boycotts as a reaction to brands’ political alignment

Purpose This study aims to conceptualize politically motivated consumer boycotts (PMCBs) as a distinct form of political consumerism, triggered by brands’ alignment with political ideologies, actors or events – particularly in polarized societies. Drawing on political consumerism and social movement theory, it explores the sociopolitical conditions under which PMCBs emerge and the unique motivations behind consumer participation. Design/methodology/approach Adopting a qualitative case study approach, the research draws on non-participant observation, semi-structured interviews with 16 boycott participants, social media posts and relevant secondary sources. Data collection spanned three months, from April 18 to July 21, 2017, following a high-profile boycott in Turkey. Findings In politically polarized contexts, consumers initiate boycotts in response to perceived political alignment by brands – not to demand change, but to express dissent, signal group identity and deter similar behavior from other companies. These boycotts are emotionally charged, resistant to brand reconciliation and largely unaffected by personal cost. Political identity and polarization, along with macro-structural dynamics and meso-level mobilization through digital networks, serve as critical drivers of participation. Originality/value This study expands the boycott repertoire by introducing PMCB as a concept rooted in political identity and affective polarization. It contributes a multi-level understanding of boycott emergence – bridging political consumerism with social movement theory – and refines existing motivational typologies within consumer activism research.