Kameni, Claude-Ferry Justin (2025) Collective efficacy as a determinant of boycott participation intentions. Master thesis, Psychology.
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Abstract
The fast-fashion industry, known for its rapid production cycles and affordability, has significantly influenced global consumer behavior. However, its environmental and ethical costs—such as high carbon emissions, labor exploitation, and excessive waste—have sparked consumer awareness and calls for action. Despite this growing awareness, many consumers continue to purchase fast fashion, illustrating a persistent "value-action gap" where ethical concerns do not translate into behavioral change. This study examines the psychological factors driving consumer boycott participation in the fast-fashion industry, with a focus on collective efficacy, participative efficacy, and perceived social responsibility (PSR and CSR). Using a quantitative survey design (N = 252), we explore how these variables influence consumer activism. Results indicate that participative efficacy and personal social responsibility (PSR) are the strongest predictors of boycott participation intentions, whereas collective efficacy and corporate social responsibility (CSR) perceptions exhibit limited explanatory power. These findings suggest that individual agency and ethical responsibility play a more decisive role in motivating boycott behavior than collective beliefs. The study contributes to the understanding of consumer activism by integrating underexplored psychological variables and offers practical implications for advocacy groups and policymakers seeking to encourage sustainable consumer action.
| Item Type: | Thesis (Master) |
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| Supervisor name: | Epstude, K. |
| Degree programme: | Psychology |
| Differentiation route: | Applied Social Psychology (ASP) [Master Psychology] |
| Date Deposited: | 01 May 2025 09:19 |
| Last Modified: | 01 May 2025 09:19 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/4865 |
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