Business, Economics and Law
This research explores how brand activism influences consumer decisions to boycott (avoid buying from) or buycott (actively support) brands in New Zealand. Brand activism means when companies take a public stand on social or environmental issues. We will look at how people respond to a global brand (Patagonia) and a local New Zealand brand (Ecostore) that have run activism campaigns.
The study involves individual interviews lasting about 30-45 minutes. Participants will be asked about their views and experiences with brands that support social or environmental causes, and whether these actions make them more or less likely to buy from or avoid those brands.
Participation is voluntary. The researcher will provide a small gift of appreciation to thank you for your time. All responses will be confidential and used only for academic research.
Inclusion criteria:
- Aged between 18 and 44 years.
- Currently living in Auckland, New Zealand, regardless of visa status (e.g., citizen, resident visa, work visa, student visa, or other valid visa holders).
- Familiar with brands that take public stances on social or political issues (but not employed by them).
Approved by the Auckland University of Technology Ethics Committee on 2025-07-03 for 3 years.
25/112
Rotjarek Nitiworrarat, fqb3327@autuni.ac.nz
You can browse all AUT research projects currently recruiting for participants on the page below.