A new survey from consumer behaviour insights firm Caddle examines the recent Loblaw boycott in May, finding that nearly 3 in 10 of survey respondents reported “actively participating” in it.

The report was completed in collaboration with Dalhousie University, and it reveals that out of 9,000 insights panel participants (equally split between men and women), 28.6% said they were “actively participating” in the boycott.

While the Loblawisoutofcontrol subreddit boasts more than 90,000 members, people primarily learned about the boycott through social media and mainstream news in equal measure (around 38% for both), followed by friends and family (11.9%) and finally, Reddit itself (8.1%).

Out of slightly more than 2,000 boycott participants, 57.6% report they will “avoid shopping at Loblaw-owned stores and their subsidiaries, while 51.4% report that they are “expecting grocers to lower food prices.

The data also reveals 34.8% of respondents were expecting grocers to sign a code of conduct.

In mid-May, Loblaw announced it was backing Canada’s Grocery Code of Conduct, which it said was part of its “continued commitment to promoting a fair and transparent grocery industry in Canada.”

Approximately 3,800 respondents from the Caddle insights panel admitted that they didn’t participate in the boycott of Loblaw-owned stores, but weighed in on the issue as well.

The data reveals that the primary reason cited for opting out is that respondents didn’t think boycotting Loblaw stores would make a difference (43.6%). This was followed by such reasons as respondents shopping at Loblaw stores out of convenience or necessity (33.2%) and respondents not wanting to be told where they should be shopping (22%).