A cross-cultural investigation of the relationship between eco-innovation and customers boycott behaviour

Retailers are under pressure to utilise eco-innovation improve their operations and reduce customers boycotts as a result of the growing concerns about environmental issues. Thus, this paper examines effect (i.e., reactive eco-innovation, proactive eco-innovation) on behaviours across various cultural environments. It also explores role ethical ideology idealism, relativism) relationship. Based psychological contract violation theory was used develop our study model. We collected data from 3392 consumers four different countries test The results indicated that company's is positively related behaviour relationship stronger in developed societies UK, USA) than developing Saudi Arabia, Egypt). Furthermore, has negative boycotts. This link Egypt) USA). Psychological were found mediate Moreover, idealism influence while relativism positive Our offers meaningful theoretical managerial implications for retailers contexts.