What is it about?
We surveyed 634 people—319 Muslims and 315 non-Muslims—to explore what drives them to boycott pro-Israel brands. Using structural equation modeling, we found that religious motivation doesn’t directly lead to boycott intentions. Instead, it influences other factors differently across groups. For Muslims, it strengthens personal identity (self-enhancement), while for non-Muslims, it heightens social pressure (subjective norms). Emotional drivers like consumer animosity and beliefs about effectiveness also play key roles, showing that boycott motivations vary by religious identity and social context.
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Why is it important?
Understanding why people from different religious backgrounds choose to boycott brands during geopolitical conflicts helps companies, marketers, and policymakers communicate more effectively in diverse societies. It also highlights how shared values—whether rooted in faith, identity, or social pressure—can drive collective consumer action. This research is one of the first to compare boycott motivations across religious lines, offering fresh insights into how activism functions in pluralistic societies. It adds theoretical depth and practical relevance to the study of ethical consumption and religiously influenced consumer behavior.
Perspectives
As a scholar and co-author mentoring a dedicated student, this research reflects not only academic curiosity but also a deep personal commitment to understanding how everyday consumer choices can contribute to broader social and political change. Rooted in our shared support for the Palestinian cause, this study explores how people from different religious backgrounds respond to injustice through peaceful means like boycotts. We believe consumer activism—when grounded in ethical, faith-based, and social values—has the potential to raise awareness, challenge corporate complicity, and support the long-term resolution of conflict through nonviolent pressure.
Assoc. Prof. Imam Salehudin
Universitas Indonesia
Read the Original
This page is a summary of: How faith fuels boycotts: consumer activism against pro-Israel brands in a religiously diverse society, Journal of Islamic Marketing, June 2025, Emerald,
DOI: 10.1108/jima-10-2024-0490.
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