Consumer Animosity, Ethnocentrism, and Conspicuous Consumption: Explaining Japanese Seafood Boycotts in Korea and China

Purpose – This study aims to examine how consumer animosity and ethnocentrism influence boycott intentions toward Japanese seafood among Korean and Chinese consumers. It also explores the moderating role of conspicuous consumption in these relationships, particularly in the context of Fukushima’s wastewater discharge and its political and environmental repercussions. Design/Methodology – This study employs a quantitative approach using survey data collected from 770 Korean and Chinese consumers. Multiple regression analyses are conducted to test the hypothesized relationships and moderating effects, and subgroup analyses of Korean and Chinese samples used to identify cross-cultural differences. Findings – Both consumer animosity and ethnocentrism significantly increase boycott intentions toward Japanese seafood. However, a strong tendency toward conspicuous consumption weakens the effect of animosity on boycott intentions, although it does not significantly moderate the effect of ethnocentrism in the overall sample. Notably, the moderating effects differ for Korean and Chinese consumers. Originality/value – This study advances the literature by integrating psychological and identity signaling factors in the context of consumer boycotts related to environmental and health risks, extending beyond traditionally studied political conflicts. By comparing Korean and Chinese consumers, this study provides nuanced insights into how status-driven motives interact with nationalist sentiments, offering theoretical and practical implications for international marketing, crisis management, and cross-cultural consumer-behavior research.