Consumer Boycotts in Perspectives of Young Consumer of Generation Y in Poland and France

Abstract

Young consumers are watching closely the activities of brands on the market and increasingly express their dissatisfaction by participating in consumer boycotts. This article focuses on showing the phenomenon of consumer boycotts through the prism of generation Y representatives in Poland and France. In the first part, the notion of consumer boycotts is explained and the characteristics of generation Y are presented, taking into account the differences between Poland and France. Then the results of quantitative research (CAWI), which concerned the willingness to get involved and forms of participation of young consumers from France and Poland in consumer boycotts, are presented. The analysis of the results showed that French students declare greater willingness to participate in boycotts than Polish ones. The main reason for participation for the French is that the boycott concerns an important issue, and for the Poles, that it concerns them personally. No significant differences have been shown as regards the preferred forms of participation in boycotts.