Contingent Boycotts: The Temporal Evolution of Consumer Justifications

Consumer boycotts are often examined cross-sectionally as expressions of moral, ideological, or economic concern, yet such accounts can understate how boycott justifications shift as surrounding conditions change. This study develops the concept of the contingent boycott, conceptualizing boycotting as a staged process in which participation, withdrawal, and re-engagement are repeatedly justified in the absence of a clear resolution of the initiating controversy. Drawing on a longitudinal qualitative digital discourse analysis of 11,000 + posts and comments from Weibo, Zhihu, and Rednote, the study compares Chinese consumer narratives across two boycott waves (2021 and 2024) linked to Xinjiang cotton and related corporate statements. The analysis identifies four stages: moral-nationalist mobilization, collective enforcement through social pressure, fatigue and delegitimation of boycott culture, and pragmatic reintegration accompanied by institutional delegation. Across stages, legitimacy criteria shift from moral stance-taking toward system-compatibility evaluations (affordability, availability, and perceived local embeddedness), while responsibility for accountability increasingly moves from consumers toward institutions. The findings advance macromarketing theory by positioning boycotts as cyclical negotiations of legitimacy and governance within market–society relations.