Understanding the psychology behind the boycott of Israeli-affiliated brands: A TPB-based study in Bangladesh

Abstract

One significant and growing expression of public opinion on purchasing decisions is consumer boycotts, in which individuals or groups deliberately choose not to purchase goods or services from specific companies or countries. This research thoroughly examines the influence of consumer boycott activity on purchase intentions and participation. By incorporating components such as social influence, animosity, boycott attitude, subjective norms, perceived behavioral control, legitimacy, and prior purchase behavior, it builds upon the Theory of Planned Behavior (TPB). It offers a perceptive examination of the social and psychological aspects of consumer activism. The study utilized the responses of 355 individuals aware of the boycott to examine how factors such as past buying habits, product evaluation, and perceived usefulness influenced their decision to participate. Structural equation modeling (SEM) is employed to examine how these elements interact, revealing that product efficacy and judgment significantly impact consumer boycotts. This study successfully addresses the research issues by empirically validating an expanded TPB model about brand boycotts associated with international political conflicts. The findings highlight that the intention to boycott is influenced by a range of factors, including identification, social norms, emotional animosity, boycott attitude, perceived behavioral control, and legitimacy. Likewise, the intention to boycott has a positive and significant influence on consumers' participation in boycott movements; even actual involvement is also impacted by prior purchase experience. Although it acknowledges that boycotts have the potential to drive social and political change, it emphasizes the need for businesses to align their operations with societal values to foster customer loyalty and prevent adverse consumer reactions.

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