A cross-cultural investigation of the relationship between eco-innovation and customers boycott behaviour

Mansour Alyahya, Gomaa Agag (Lead / Corresponding author), Meqbel Aliedan, Ziad H. Abdelmoety

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)
22 Downloads (Pure)


Retailers are under pressure to utilise eco-innovation to improve their operations and reduce customers boycotts as a result of the growing concerns of customers about environmental issues. Thus, this paper examines the effect of eco-innovation (i.e., reactive eco-innovation, proactive eco-innovation) on customers boycotts behaviours across various cultural environments. It also explores the role of ethical ideology (i.e., idealism, relativism) on this relationship. Based on psychological contract violation theory was used to develop our study model. We collected data from 3392 consumers from four different countries to test the study model. The results indicated that company's reactive eco-innovation is positively related to customers boycotts behaviour and this relationship is stronger in the developed societies (i.e., UK, USA) than in the developing societies (i.e., Saudi Arabia, Egypt). Furthermore, proactive eco-innovation has a negative effect on boycotts. This link is stronger in the in the developing societies (i.e., Saudi Arabia, Egypt) than in the developed societies (i.e., UK, USA). Psychological contract violation and environmental concerns were found to mediate this relationship. Moreover, our study found that idealism has a negative influence on boycotts while relativism has a positive effect on boycotts. Our study offers meaningful theoretical and managerial implications for retailers in different cultural contexts.
Original languageEnglish
Article number103271
Number of pages12
JournalJournal of Retailing and Consumer Services
Early online date22 Feb 2023
Publication statusPublished - May 2023


  • Customer boycotts
  • Reactive eco-innovation
  • Proactive eco-innovation
  • Psychological contract violations theory
  • Ethical ideology
  • Cross-national differences


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