Background: As consumer behavior evolves, the influence of ethical considerations on purchasing decisions becomes more significant, especially in the face of international conflicts. This thesis delves into the relationship between consumer activism and corporate ethical practices within the food industry, explaining how boycotts are used as strategic tools for advocating change. It explores the multifaceted role of boycotts in shaping corporate policies, driven by consumers' unwillingness to support companies whose practices conflict with their ethical standards. The study seeks to understand the broader implications of consumer choices in the context of ongoing geopolitical conflicts, highlighting how these choices impact corporate behavior and contribute to broader social movements.   Purpose: The purpose of this study is to delve into the specific mechanisms through which individual perceptions and beliefs about geopolitical conflicts influence consumer decisions to engage in boycotts within the food industry. It focuses on understanding the role of personal values, social media, identity, and social influence in shaping these decisions in the context of the Israel/Palestine conflict.   Method: This study employed a qualitative methodology to gain a deeper understanding of the factors that influence consumer boycotting behaviors. We conducted semi-structured interviews with Generation Z consumers in Jönköping, Sweden, from which we gained valuable insights into their perspectives and experiences. The data collected were analyzed using thematic analysis to explore the factors impacting consumer behavior toward boycotting.   Conclusion: The results show and further supports that consumer decisions to participate in conflict-oriented boycotts are shaped by social media, social influence, customer values and identity. Other factors were also discovered to be drivers to this behavior in the context of Israel/Palestine conflict. Boycotting behavior is found to be a complex interaction of emotional responses, identity, ethical considerations, and others which is heavily influenced by collective social dynamics. Lastly, the findings indicate that boycotting within the food industry is not just a temporary response to conflicts but may evolve into brand avoidance.

This thesis explores how online gaming has become a central tool for networked social movements to participate in consumer activism. I look at the case study of MapleStory: a Korean MMORPG game and their consumer activism efforts started by the players. Migrating from different social media channels to organize, coordinate and strategize ways to create change within their group, through using consumeractivism techniques such as boycotting, protesting and spreading information. I framed this group as an early example of a networked social movements and analyzed their usage of social groups to spread activism messages. Through the internet and new technologies members were able to find their own political voices and teach others how to protest for social change. I also concentrated on the social aspect of these communities and how they fostered social bonds through collective action and participation. I argue that online gaming has become a platform that enables consumers to protest against a company’smal practices by utilizing their positions as consumers of a product.