How society affects public welfare and businesses via boycotts has become increasingly important in a connected world. Yet, research on the topic remains scant and focuses mostly on why consumers boycott. This study moves beyond motivations of why consumers participate in boycotts, and examines instead, why individuals are not willing to boycott. This is important because the accounts for non-participation may not be the exact opposite of the reasons to participate. Informants’ reasons for not boycotting were classified into three broad themes: "out of sight, out of mind," "urge for freedom and self-defence," and "counterarguments – scepticism or accounts." The hermeneutic analysis provides a framework for understanding boycott failures.