Brand Activism in New Zealand: Consumer Boycotting and Buycotting Behaviour toward Global and Local Brands

Abstract

Purpose: This study explores how consumers in New Zealand respond to brand activism by global versus local brands, focusing on whether people choose to boycott or buycott. It examines how consumers interpret activist messages, how they judge a brand’s motives and follow-through, and whether the campaign feels culturally relevant in New Zealand. This matters because brand activism is increasingly common and can create real business risk. The same campaign can build trust and loyalty, trigger backlash and punishment, or be ignored. Brands need clearer insight into what drives these different outcomes in a bicultural and multicultural context.

Methodology: This research uses a qualitative, interpretivist approach. Semi-structured interviews were conducted with New Zealand consumers following exposure to brief campaign stimuli (priming) featuring a global brand (Patagonia) and a local New Zealand brand (Ecostore). The data were analysed using reflexive thematic analysis, supported by a Gioia-style coding process to develop themes from participant insights.

Findings: Findings show a global–local trade-off in how consumers evaluate brand activism, with perceived authenticity as the decision rule. Global brands were seen as capable of wider impact but faced a higher proof burden, with greater scepticism when activism appeared generic or reputation driven. Local brands were more often viewed as culturally closer and community-connected, yet credibility weakened when activism seemed performative, inconsistent, or lacking visible outcomes. Across both brand types, these evaluations shaped three response patterns: buycotting when activism was seen as credible and relevant, boycotting when it was viewed as opportunistic or value-incongruent, and disengagement when campaigns felt irrelevant.

Originality: This study contributes a New Zealand-based comparison of global versus local brand activism and shows how authenticity and cultural relevance shape boycott, buycott, and disengagement responses.

Limitations: The small sample size, culturally concentrated participant group, and differences in the stimuli used for the global and local brand campaigns may affect the generalisability of the findings.