정치 성향과 기업의 시장지위 및 피해자와의 심리적 거리가 소비자의 불매의도에 미치는 영향

With the recent rise of political consumerism, research has examined the relationship between political ideology and boycott behavior. However, there remains a lack of empirical investigation into how political ideology influences boycott intentions under varying contextual conditions. This study examines how political ideology interacts with corporate market position and psychological distance from the victim to shape consumers’ boycott intentions. A 2 (political ideology: conservative vs. liberal) × 2 (market position: high vs. low) × 2 (psychological distance: close vs. distant) between-subjects experimental design was conducted with university students in their 20s. The results revealed a significant three-way interaction among political ideology, market position, and psychological distance. Specifically, when psychological distance was close, boycott intentions reversed depending on market position and political ideology. When psychological distance was distant, liberal consumers showed higher boycott intentions toward low-status firms. These findings suggest that political ideology operates conditionally, interacting with firm characteristics and psychological distance from victims. This study contributes to the literature by empirically identifying the contextual dynamics of political ideology in boycott behavior. It also provides practical implications for corporate crisis response and civil society organization strategy development.