Political Consumerism towards International Companies That Left or Remained in Russia after the Invasion of Ukraine: The European Consumers’ Perspective

This bachelor thesis aims to examine the concept of political consumerism and its manifestations in boycotting and buycotting specific companies or products. The study will particularly focus on European consumers particularly living in the Czech Republic, who voluntarily engage in boycotting goods from companies that have chosen to remain in Russia since its invasion of Ukraine. Additionally, the research aims to understand the motivations of consumers whose product choices, based on their political and ethical concerns, have remained steadfast. This research will employ a survey, providing insights into the perspectives of participants. To provide a contextual understanding of the issue, a brief historical background will be presented, outlining events related to the Russia-Ukraine conflict since 2014. Additionally, the study will outline general motivations for boycotting and buycotting from consumers in Europe, as well as the role of social media in the context of political consumerism. The results of the study are intended to make a significant contribution to a deeper understanding of the relationship between political events and consumer behavior. In addition, practical advice for companies willing to mitigate the boycott will be given.