Revisiting consumer boycott behavior through the lens of Fire Alarm Theory: a systematic review

Abstract

Consumer boycott behavior has increased to attract attention among the scholars and industry practitioners over the years due to existing geopolitical conflicts, ethical concerns, religious values, and digital activism, creating significant consequences on corporate reputation and market performance. Despite extensive research, boycott literature remains fragmented across different contexts and theoretical perspectives, limiting the understanding of how boycott behavior emerges and evolves. To address this gap, this study develops Fire Alarm Theory through a PRISMA 2020-guided systematic review and thematic synthesis of 14 published articles between 2000 and 2025. The proposed framework conceptualizes boycott behavior as a dynamic escalation process comprising four interconnected phases, which are Fire Alarm (early warning signals), Fire Event (active and passive boycott behavior), Fire Extinguisher (organizational responses), and Survival (long-term outcomes and recovery). By integrating fragmented insights from consumer boycott studies, Fire Alarm Theory explains how boycott behavior emerges, escalates and evolves through signal interpretation, response timing, and organizational sensemaking. The study contributes to boycott literature by introducing a process-oriented framework that extends beyond static explanations of boycott participation. The findings offer practical guidance for organizations seeking to identify and manage emerging boycott risks while providing a foundation for future research on boycott dynamics, consumer activism, and crisis management.