well-managed legitimacy, the authors note,shields a company from boycotts by non-governmental consumer organizations. Creyer and shield a company from boycotts by non-governmental consumer organizations. Creyer and ross complement this line of thought by pointing out that irresponsible social behavior many simply be bad business. For example, there are documented cases of campaigns initiated by consumer boycotts as a from of protest against companies whose behavior is perceived by consumer as irresponsible or unethical. De Pelsmacker et al. found that to predict buying behavior of ethical products, studies should consider previously revealed aspects of consumer attiudes,such as their willingness to pay a premium price. Boulstridge and carrigan support this argument,