"Study of Religiosity Animosity and Consumer Efficacy on Participation in Boycott Affiliation of Israeli Products: The Moderating Role of Xenocentrism" by Ramadania ramadania, Muhammad Zaki Afifi et al.
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ASEAN Marketing Journal

Abstract

Manuscript type: Quantitative paper

Research Aims: To build and test the effects of religiosity animosity, consumer efficacy, and xenocentrism on boycott participation.

Design/methodology/approach: This research uses a survey method with a sample of 255 young respondents in Indonesia, used surveys and interviews to collect data then analysis with SEM-PLS to examine the variables.

Research Findings: The study found that several factors significantly influence boycott participation in products affiliated with Israel. First, religiosity animosity has a notable effect; higher levels of religiosity animosity are associated with an increased likelihood of boycott participation. Similarly, consumer efficacy—a consumer's belief in their power to make a difference—also positively correlates with boycott actions, suggesting that those with higher consumer efficacy are more inclined to participate in a boycott. Furthermore, xenocentrism, or the preference for foreign products and cultures, also has a positive relationship with boycott participation, indicating that individuals with higher levels of xenocentrism may be more likely to engage in such actions. Lastly, xenocentrism serves as a moderating factor, intensifying the effect of religiosity animosity on boycott participation, meaning that individuals with both high religiosity animosity and xenocentrism are more likely to participate in boycotts.

Theoretical Contribution/Originality: This research contributes to the theoretical understanding of the concepts of religiosity animosity, consumer efficacy, and xenocentrism and their effects on consumer behavior, particularly in the context of boycott participation.

Practitioner/Policy Implication: This research offers valuable insights for businesses, understanding the drivers of consumer boycotts—such as religiosity, animosity, and consumer efficacy—can help them address these concerns and potentially mitigate boycott participation. Policymakers can use these findings to grasp the root causes of consumer boycotts and work toward fostering improved relationships between different religious and cultural communities. Additionally, activists can benefit from a deeper understanding of how to effectively mobilize consumer boycotts, leveraging ethical and moral appeals to strengthen their campaigns' impact.

Research limitation/Implications: This study has limitations in sample representativeness and reliance on quantitative data, which may hinder the generalizability and depth of insights into boycott motivations. Future research should address these by incorporating a more diverse sample, employing qualitative methods, and considering additional external factors like media influence and social campaigns to gain a fuller understanding of consumer boycott behavior

Bahasa Abstract

Jenis naskah: Makalah kuantitatif

Tujuan Penelitian: Untuk membangun dan menguji dampak permusuhan religiusitas, efikasi konsumen, dan xenosentrisme terhadap partisipasi boikot.

Desain/metodologi/pendekatan: Penelitian ini menggunakan metode survei dengan sampel 255 responden muda di Indonesia, menggunakan survei dan wawancara untuk mengumpulkan data kemudian analisis dengan SEM-PLS untuk memeriksa variabel.

Temuan Penelitian: Penelitian ini menemukan bahwa beberapa faktor secara signifikan memengaruhi partisipasi boikot dalam produk yang berafiliasi dengan Israel. Pertama, permusuhan religiusitas memiliki efek yang nyata; tingkat permusuhan religiusitas yang lebih tinggi dikaitkan dengan peningkatan kemungkinan partisipasi boikot. Demikian pula, efikasi konsumen—keyakinan konsumen terhadap kekuatan mereka untuk membuat perbedaan—juga berkorelasi positif dengan tindakan boikot, yang menunjukkan bahwa mereka yang memiliki efikasi konsumen yang lebih tinggi lebih cenderung berpartisipasi dalam boikot. Lebih jauh, xenosentrisme, atau preferensi terhadap produk dan budaya asing, juga memiliki hubungan positif dengan partisipasi boikot, yang menunjukkan bahwa individu dengan tingkat xenosentrisme yang lebih tinggi mungkin lebih cenderung terlibat dalam tindakan tersebut. Terakhir, xenosentrisme berfungsi sebagai faktor moderat, yang mengintensifkan efek permusuhan religiusitas pada partisipasi boikot, yang berarti bahwa individu dengan permusuhan religiusitas dan xenosentrisme yang tinggi lebih cenderung berpartisipasi dalam boikot.

Kontribusi Teoritis/Orisinalitas: Penelitian ini berkontribusi pada pemahaman teoritis tentang konsep permusuhan religiusitas, efikasi konsumen, dan xenosentrisme serta pengaruhnya terhadap perilaku konsumen, khususnya dalam konteks partisipasi boikot.

Implikasi Praktisi/Kebijakan: Penelitian ini menawarkan wawasan berharga bagi bisnis, memahami pendorong boikot konsumen—seperti religiusitas, permusuhan, dan efikasi konsumen—dapat membantu mereka mengatasi masalah ini dan berpotensi mengurangi partisipasi boikot. Para pembuat kebijakan dapat menggunakan temuan ini untuk memahami akar penyebab boikot konsumen dan berupaya untuk membina hubungan yang lebih baik antara berbagai komunitas agama dan budaya. Selain itu, para aktivis dapat memperoleh manfaat dari pemahaman yang lebih mendalam tentang cara memobilisasi boikot konsumen secara efektif, memanfaatkan seruan etika dan moral untuk memperkuat dampak kampanye mereka.

Keterbatasan/Implikasi penelitian: Penelitian ini memiliki keterbatasan dalam representasi sampel dan ketergantungan pada data kuantitatif, yang dapat menghambat generalisasi dan kedalaman wawasan tentang motivasi boikot. Penelitian di masa mendatang harus mengatasi hal ini dengan memasukkan sampel yang lebih beragam, menggunakan metode kualitatif, dan mempertimbangkan faktor eksternal tambahan seperti pengaruh media dan kampanye sosial untuk mendapatkan pemahaman yang lebih lengkap tentang perilaku boikot konsumen.

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