This project contains the Author Accepted Manuscript (AAM) of the article accepted for publication in the Journal of Consumer Marketing. The study introduces Politically Motivated Consumer Boycotts (PMCBs) as a distinct form of political consumerism that emerges in response to brands’ perceived political alignment—particularly in polarized societies. Drawing on social movement theory and political consumerism literature, it examines the emergence and motivations behind such boycotts through a qualitative case study of the 2017 Pınar boycott in Turkey. The manuscript includes interview data, digital platform analysis, and a multi-level framework connecting macro-political context, digital mobilization, and consumer motivation. The final Version of Record (VoR) will be available via the journal publisher (Elsevier). This version is shared here in accordance with the publisher's self-archiving policy.