CONSUMER MOTIVATIONS IN POLITICALLY CHARGED BOYCOTTS: ANALYSIS OF BRAND ATTITUDE DYNAMICS AND IMPACT ON BOYCOTT INTENTIONS

Abstract

The Israeli-Palestinian conflict has exerted significant socio-political influence globally, notably affecting consumer behavior in Indonesia through boycotts of products perceived to be associated with Israel. This study critically investigates the impact of consumer efficacy, self-enhancement, brand distrust, and animosity on boycott intention, mediated by brand attitude, while assessing religiosity as a moderating factor in this relationship. Employing a quantitative causal research design, data were collected via online surveys from Indonesian consumers of goods and services linked to Israel and analyzed using Structural Equation Modeling (SEM) with WARPPLS. Contrary to expectations, findings reveal that religiosity does not significantly moderate the brand attitude–boycott intention relationship, challenging common assumptions about the role of religious identity in consumer activism within this context. The study advances theoretical understanding of the psychological antecedents driving politically motivated boycotts and offers valuable managerial insights for brands navigating complex socio-religious landscapes. Implications highlight the need for nuanced marketing strategies that account for consumer efficacy perceptions, brand trust issues, and identity-driven motives amid geopolitical conflicts.