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Determinants of consumer’s willingness to boycott surrogate products

Determinants of consumer’s willingness to boycott surrogate products PurposeThe purpose of this study is to examine the willingness to boycott among Malaysian consumers towards the surrogate products associated with Israel. The present study was based on the previous and an ongoing war and conflict in the Middle East.Design/methodology/approachSeveral surrogate products associated with Israel were selected. A total of 468 respondents from various backgrounds participated in this study. Analysis was performed using multiple regression analysis (MRA).FindingsResults showed that three factors were significant in predicting the willingness to boycott. They were animosity, subjective norms and product judgments. Anticipated emotions (both positive and negative emotions) were found to be insignificant in predicting the willingness to boycott the surrogate products.Originality/valueThe present study addresses the boycott intention in Malaysia where multi-races and multi-religions exist, in the context of the ongoing war and oppression by Israeli government toward the Palestinians. The results have some implications to multinational firms, especially those perceived to have direct links with the aggressors. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

Determinants of consumer’s willingness to boycott surrogate products

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1759-0833
DOI
10.1108/JIMA-08-2015-0065
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this study is to examine the willingness to boycott among Malaysian consumers towards the surrogate products associated with Israel. The present study was based on the previous and an ongoing war and conflict in the Middle East.Design/methodology/approachSeveral surrogate products associated with Israel were selected. A total of 468 respondents from various backgrounds participated in this study. Analysis was performed using multiple regression analysis (MRA).FindingsResults showed that three factors were significant in predicting the willingness to boycott. They were animosity, subjective norms and product judgments. Anticipated emotions (both positive and negative emotions) were found to be insignificant in predicting the willingness to boycott the surrogate products.Originality/valueThe present study addresses the boycott intention in Malaysia where multi-races and multi-religions exist, in the context of the ongoing war and oppression by Israeli government toward the Palestinians. The results have some implications to multinational firms, especially those perceived to have direct links with the aggressors.

Journal

Journal of Islamic MarketingEmerald Publishing

Published: Sep 11, 2017

References