As a result, most infants get bacterial infections, and there are no appropriate instructions on the course of action to be taken (Baby Milk Action 2014: para 5). The Nestlé company baby products are promoted through health workers, pregnant women and mothers with young babies to increase their sales. The objective of the boycott campaign is to pressure the company to make amendments and at the same time sensitising individuals on the risks. The boycott campaign has resulted to the company pledging to stop using the word ‘natural start’ but has maintained the rest by 2015 (Baby Milk Action 2014: para 5).The consumer boycotting is the effort by one or many groups to attain particular goals and objectives by earnestly persuading independent customers to keep away from buying a particular product in the market (Reiboldt&Mallers2013:6). The boycott’s objective is to give a physical method for customers to put pressure collectively on companies by making them accountable for their business operations. The action is aimed at a particular group of market area. The achievement is realised when the consumers stop buying the specific products (Albala& Allen 2007: 57).There are three forms of consumer boycotting with distinct objectives and aims. It is because individuals are motivated by various senses to reject the unethical business behaviour. The instrumental boycott is aimed at changing the existing state of affairs by coercing the targeted company to amend particular policies or practices (Albala& Allen 2007: 57).The second form of boycotting is known as expressive boycott. The instrumental boycotting does not have specific goals and objectives. The groups involved in it generally condemn the manner in which a business organisation performs its operations (Albala& Allen 2007: 58). The self-enhancing boycotts promote the ‘clean hands’ idea. The type of boycott happens when individual consumers use their consciences to judge their purchasing habit. In most cases, the customer decides to avoid purchasing particular products from specific companies without making their reasons known. The individuals do not look for support from people who think the same. In this case buying habit is a kind of self-expression, and the target of the boycott is unconscious of the act (Albala& Allen 2007: 57).The Nestlé Company faces
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