Affect as a driver to religious‐based consumer boycotts: Evidence from qualitative and quantitative research in the United States

Abstract

While a fair amount of research has examined consumer boycotts, prior research has yet to adequately examine the interaction of religious boycotts and backing by religious leaders influence consumption behavior, particularly in locations where there is a separation of church and state (a novel contribution that our paper addresses). Through a focus group and an experimental study, this research examines how boycotts that are encouraged by religious leaders versus those that are not influence consumption. Specifically, the focus groups show that refutational defenses and supportive defenses induce participation. The experimental study finds that participation in religiously motivated boycotts is greater for consumers that are more religious and when backed by religious leader support. Additionally, negative attitudes toward a business mediate this relationship. Discussion builds on the literature on consumer boycotts, inoculation theory, and value attribution theory as well as provides implications for marketing practitioners.

Analisa Motivasi Boikot (Boycott Motivation) Terhadap Produk Mc Donald Di Surakarta Pasca Serangan Israel Ke Palestina

“…Boikot ini didorong oleh ketidakcocokan antara keyakinan agama dan nilai-nilai yang diungkapkan oleh perusahaan atau kelompok (Marco, 2023). Keyakinan pada motivasi agama intrinsik telah diidentifikasi sebagai akar motivasi konsumen untuk berpartisipasi dalam boikot berbasis agama (Morris, 2018). Selanjutnya, nilai religiusitas secara tidak langsung berkontribusi pada niat untuk memboikot melalui faktor-faktor seperti sikap terhadap boikot, norma subjektif, dan peningkatan diri.…”

“…Nilai religius (religiosity) telah dibuktikan memiliki pengaruh yang signifikan terhadap perilaku dan keinginan konsumen untuk melakukan tindakan boikot. Penelitian telah menunjukkan bahwa religiusitas adalah salah satu anteseden dari keputusan untuk berpartisipasi dalam boikot, terutama dalam boikot berbasis agama (Morris et al ,2018;Fawzi et al, 2017). Tingkat religiusitas mempengaruhi motivasi konsumen untuk berpartisipasi dalam boikot, dan keputusan ini memiliki efek negatif pada sikap terhadap merek yang diboikot (Nazlida et al,2019).…”

How Does Beliefs Work as a Barrier Affecting Consumer’s Attitude Towards Luxury Brand’s Consumption

“…Religious consumers would steer clear of businesses that violate their religious principles and beliefs. Offensive advertising and marketing strategies that violate or offend consumers' religious views would result in a greater refusal rate [5]. Religious consumers would react if businesses violated their religious beliefs and values, and they would also regard any religious infringement as a grave threat to their religious personalities.…”

Holiday advertising versus gift cards: Influence of religiosity on retailer evaluations

“…Marketing scholars have established the importance of religion in understanding consumer behaviour relative to branding, culture and media (Arli et al, 2018(Arli et al, , 2019(Arli et al, , 2020Dávila et al, 2018;Hwang, 2018;Kalliny et al, 2018;Mathras et al, 2016;Minton, Jeffrey Xie, et al, 2018;Montoro-Pons & Cuadrado-García, 2018;Sardana et al, 2018;Souiden et al, 2018). Research indicates that a consumer's religiosity level influences decision making and consumption behaviour and may even be considered as a viable basis for market segmentation (Liu & Minton, 2018;Muralidharan & La Ferle, 2018;Taylor et al, 2010).…”