NGUYEN MINH NGOC THE FACTORS INFLUENCING BRAND BOYCOTTS AMONG GEN Z CONSUMERS IN VIETNAM THE FACTORS INFLUENCING BRAND BOYCOTTS AMONG GEN Z CONSUMERS IN VIETNAM NGUYEN MINH NGOC BACHELOR IN MARKETING VIETNAM NATIONAL UNIVERSITY, HANOI BACHELOR OF BUSINESS (MARKETING) HELP UNIVERSITY APRIL, 2025 APRIL, 2025 THE FACTOS INFLUENCING BRAND BOYCOTTS AMONG GEN Z CONSUMER IN VIETNAM BY NGUYEN MINH NGOC E2300077 BACHELOR IN MARKETING VIETNAM NATIONAL UNIVERSITY, HANOI BACHELOR OF BUSINESS (MARKETING) HELP UNIVERSITY APRIL, 2025 ACKNOWLEDGEMENT I would like to express my sincere gratitude to IS-VNU (International School, Vietnam National University) for providing me with the opportunity to pursue my studies and for creating an academic environment that has significantly contributed to my personal and intellectual growth over the past four years. I am also thankful to Help University in Malaysia, where I had the chance to participate in a semester-long transfer program. This experience has greatly enriched my education and broadened my perspective, and I am grateful for the support I received during this period. I am deeply thankful to my academic advisor, Dr.
Vu Minh Quan, for his invaluable guidance, patience, and encouragement throughout the course of this research. His insightful feedback and unwavering support have greatly enhanced my understanding of the subject, and I truly appreciate his commitment to my academic progress. I also wish to extend my heartfelt thanks to my friends in Vietnam and Malaysia, whose help and moral support have been essential throughout my academic journey. Their friendship and assistance have made my experience both rewarding and enriching, and I am grateful for their constant support.
Lastly, I am thankful to everyone who has been part of this journey and contributed to my success in various ways. Your support has made this achievement possible, and I truly appreciate the impact you’ve had on my academic and personal development. Hanoi, March 25th 2025 Sincerely, Nguyen Minh Ngoc LETTER OF ATTESTATION I hereby certify that my thesis entitled "The factors influencing brand boycotts among Gen Z consumers in Vietnam" is the result of my own research and has not been published in any other form. During the process of writing this thesis, I have strictly adhered to the principles of research ethics; all results presented are drawn from my own research and data collection.
All citations in this thesis are acknowledged and documented in accordance with academic standards. I take full responsibility for the accuracy and truthfulness of the data, results and other elements in my thesis. Hanoi, April 29th 2025 Student Nguyen Minh Ngoc BUSINESS DEPARTMENT BACHELOR OF BUSINESS MGT400 GRADUATION PROJECT DECLARATION FORM Name: Nguyen Minh Ngoc Student ID: 21070529 – E2300077 Programme of Studies: Business (Marketing) Hons Title of Project/Dissertation: The factors influencing brand boycotts among gen Z consumers in Vietnam Name of Supervisor(s): Dr. Vu Minh Quan Declaration: In accordance with the appropriate regulations, I hereby submit the above Graduation Project forexamination and I declare that: (i) I have read and understood the sections on Plagiarism found in the University’s “GeneralInformation to Students” Handbook and certify that the Graduation Project embodies the results of my own work.
(ii) I have adhered to the ‘Harvard system of referencing’ or a system acceptable as per “The Referencing Guide” for referencing, quotations and citations in my Graduation Project. Eachcontribution to, and quotation in my Graduation Project from the work of other people has been attributed, and has been cited and referenced. (iii) I have not allowed and will not allow, anyone to copy my work with the intention of passingit off as his or her own work. (iv) I am aware that I may have to forfeit the degree in the event that plagiarism has beendetected after the award.
(vi) I am aware that my Graduation Project may be used by my supervisor(s) and/or HELPUniversity for further research or any collaborative work, and under no circumstances whatsoever would claim any rights to the said work. Signature: Date: March 24th, 2025 LIST OF ABBREVIATIONS Abbreviations Full name BC Boycott Cost DV Dependent Variable Gen Z Generation Z (1997-2012) IV Independent Variables RB Religious Beliefs RG Reference Group SM Social Media SOR Stimulus-Organization-Response model LIST OF FIGURES Figure 1-1 Consumer class spending total in 2024. 2 Figure 2-1 SOR model. 6 Figure 2-2 Research Model.
16 Figure 3-1 Sample Size. 23 Figure 4-1 Age groups of respondents. 32 Figure 4-2 Gender of respondents. 33 LIST OF TABLES Table 3-1 Sample Frame.
22 Table 3-2 Measurement items. 25 Table 3-3 The first and the second Cronbach’s Alpha run for BC factor. 29 Table 4-1 Total Variance Explained. 34 Table 4-2 Variance Inflation Factor (VIF) result.
35 Table 4-3 Partial Least Squares (PLS) model. 39 Table 4-4 Outer Loadings Matrix PLS-SEM. 39 Table 4-5 Construct reliability and validity (AVE). 42 Table 4-6 Variable correlation matrix: Discriminant validity (Heterotrait-Monotrait ratio - HTMT).
44 Table 4-7 R-square result for Brand Boycott Intention. 46 Table 4-8 Model Fit. 46 Table 4-9 Path Coefficients Hypothesis Testing Results. 48 Table of Contents CHAPTER 1: INTRODUCTION .4 Significance of Study.
4 CHAPTER 2: LITERATURE REVIEW .2 Social Media Influence .4 Conceptual Model and Hypothesis. 13 CHAPTER 3: RESEARCH METHODOLOGY .2 Harman Single Factor .3 Measurement Model Analysis .4 Structural Model Analysis. 47 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS .4 Limitation and Recommendation. 66 Abstract Brand boycotts have become an increasingly important form of consumer activism, particularly in the context of digital media and social influence.
This study explores the factors influencing Brand Boycott Intentions among Generation Z consumers in Vietnam, focusing on Social Media Influence, Reference Groups, Religious Beliefs, and the moderating role of Boycott Costs. The research applies the Stimulus-Organism- Response (S-O-R) framework to investigate how external stimuli, internal evaluations, and consumer behavior interact in shaping boycott decisions. A mixed-method approach was employed, combining qualitative interviews and quantitative surveys to gather data from Generation Z participants across Vietnam. This research contributes to a deeper understanding of consumer activism, providing practical recommendations for brands to navigate the complex dynamics of Brand Boycott behavior.
It also highlights the importance of managing Boycott Costs to mitigate the potential negative effects of social media-driven boycotts. Future research is recommended to explore different generational groups and geographic regions to further understand the evolving nature of brand boycotts in consumer behavior.1 Problem statement In the context of rapidly changing consumer markets, the phenomenon of brand boycotts is becoming increasingly popular, especially among Generation Z consumers. Brand boycotts are understood as consumer behavior that intentionally does not purchase a business’s products or services due to concerns related to the business’s ethics, social responsibility, or wrongdoing (Hoffmann, 2013). As Generation Z is gradually becoming the mainstream consumer force in Vietnam (Kim, Xie & Choo, 2023), understanding the factors that drive this group’s boycott decisions becomes especially important for businesses that want to maintain customer loyalty and brand reputation.
According to Nielseniq (2024) report, Generation Z is not only the largest generation in history, but also the consumer group with the fastest growing purchasing power today. In the digital age, when social media has a strong influence, boycott movements can grow rapidly and cause significant impacts on a business’s revenue as well as brand value. Faced with the changing social expectations and ethical standards of the younger generation of consumers, businesses need to proactively adapt. Unlike previous generations, Gen Z consumers place greater emphasis on brand values (Hodžić, 2024), corporate social responsibility, and ethical consumer behavior (Vredenburg et al.
Any misalignment between a brand’s actions and Gen Z’s expectations can lead to a wave of negative reactions, especially when amplified through social media and electronic word of mouth (e-WOM) (Levy, Gvili & Hino, 2021). The rapid spread of boycott campaigns places an urgent need for brands to anticipate potential risks and adjust their branding, marketing, and CSR strategies to align with the values of this consumer group. 1 Figure 1-1 Consumer class spending total in 2024 Source: World Data Lab, Generations Forecasts Although brand boycotts are gaining increasing attention in Vietnam, empirical studies on this phenomenon, especially in the specific cultural, economic and technological context of the Vietnamese market, are still limited. The lack of localized understanding makes it difficult for businesses to design effective crisis response and brand protection strategies.
A typical example of brand boycotts in Vietnam is the case of Chagee milk tea. In March 2025, the brand faced a strong boycott wave after an incident related to the "nine-dash line" in the East Sea, which was considered a violation of Vietnam's territorial sovereignty. The issue caused widespread outrage, and the company was forced to postpone its opening date in April. The storm of protests was so strong that the company's social media platforms have since been shut down, receiving thousands of negative reactions from the 2 Vietnamese online community.
This event highlights how political and geographical issues can incite boycott movements quickly and have a far-reaching impact. Another case is Kera vegetable candy, which was boycotted after the product's ingredients were not as advertised. False advertising, combined with poor communication, led to public outrage. The celebrity endorsers of the product were also criticized, and the public reaction was swift.
The case highlights the power of consumer protest in the digital age, where brand trust can easily be shattered by perceived dishonesty. The urgency of this research is further reinforced by the increase in brand crises stemming from social media controversies, environmental issues and unethical behavior. In Vietnam, where social media usage is high and social movements are growing strongly, brands taking the risk of boycotts lightly can lead to serious consequences (Do et al. Therefore, identifying the motivations, drivers and consequences of boycotting behavior among Generation Z consumers is a prerequisite for building adaptive capacity and brand resilience.
This study aims to explore the role of social media influence, reference groups, and religious beliefs in the formation of brand boycott intentions, and to analyze the moderating effect of boycott costs on these relationships. By investigating the above factors, the study aims to provide practical suggestions for businesses in navigating communication activities, managing risks, and adjusting brand orientation in accordance with new consumer values. Combining understanding of consumer behavior with practical constraints such as boycott costs will help businesses proactively respond to market fluctuations, enhance crisis resilience, and strengthen brand sustainability in an increasingly value-oriented consumer environment.2 Research Question: - Does Social Media influence Gen Z consumers' decisions to boycott brands in Vietnam? - Do Reference Groups contribute to brand boycotts among Gen Z consumers in Vietnam? 3 - Is Religious Beliefs a significant factor in Gen Z consumers' motivations to boycott brands in Vietnam? - Does Boycott Cost moderate the relationship between Social Media Influence, Reference Groups, and Religious Beliefs on Gen Z consumers' brand boycott intentions in Vietnam? 1.3 Research Objective This study aims to analyze the key factors influencing brand boycott behavior of Generation Z consumers in Vietnam, with a special focus on the role of social media influence, reference groups, and religious beliefs in the boycott decision-making process. In addition, the study also examines the moderating role of boycott costs, by assessing the influence of factors such as financial costs, convenience, and product accessibility on consumers' willingness to participate in boycotts.4 Significance of Study The study of factors influencing brand boycott behavior among Generation Z consumers in Vietnam has many important implications for stakeholders, including consumers, businesses and policy makers.
For Generation Z - a group of young consumers who are increasingly influential in the market - understanding the factors that drive brand boycott behavior helps them make more conscious consumption decisions, while also contributing positively to promoting social responsibility in business activities. Ethical factors and social justice movements are increasingly integrated into young people's consumption habits.