Spotřební chování a consumer animosity v kontextu konfliktu na Ukrajině

This thesis analyzes the influence of value orientations on consumer behavior (reluctance to purchase and boycotts) in the context of the Russia-Ukraine conflict. The quantitative research was analyzed using multiple linear regression and mediation analysis. The results suggest that consumer hostility is a significant determinant of reluctance to purchase. A supplementary mediation analysis is consistent with a distinct mechanism of action for the attitudes under study. Patriotism is associated with boycott intent primarily indirectly through hostility, whereas solidarity with place exhibits a direct relationship. The study further shows that cosmopolitanism does not mitigate animosity in this conflict but is positively associated with it. The results contribute to expanding our understanding of consumer animosity and simultaneously offer implications for managing the reputational risk of international firms.