Prejudice refers to ideas, beliefs, feelings, and attitudes that people have about other less familiar groups as a whole or individuals within those groups, based on their perceived group membership (e.g., race, class, gender, and religion. Prejudice has become increasingly of major importance to scientific thinking about relations between groups. However, little is known about how prejudice affects consumer buying behavior, especially regarding shopping activities that involve crossing between suppliers.

This study addresses the boycott spillover phenomenon in the context of linked regions/countries. The study evaluates the extent to which new labelling initiatives would lead to boycott expansion to linked regions. The study results provide evidence to the spillover effects and highlight the role played by various factors.