Boycotting foreign products: a study of Indonesian Muslim consumers

Abstract

Purpose This paper aims to investigate the motivations behind Muslim consumers’ boycotting of foreign products. The act of boycotting foreign products has become increasingly common among Muslim consumers. Products from different countries-of-origin are their boycott targets. Design/methodology/approach The study adopted semi-structured in-depth interviews and focus-group discussions for data collection. A total of 36 Indonesian subjects participated in the study, representing the “university student” and “non-university student” samples. Leximancer, a qualitative analytical tool, was used to identify important motivations for boycotting behaviour among Muslim consumers. Findings Contrary to previous findings, this study found that Muslim consumers do not boycott solely for religious reasons. For example, most participants reported they boycotted Chinese products because they would like to protect their local products, along with the religious-based motivation of rejecting uncertainty about the halal certification of the products. Thus, the motivations identified from this study were not related exclusively to religion. Practical implications The present study offers new insights into the religious and secular motivations of Muslim consumers’ boycotts. Foreign products should adopt localised strategies such as repeatedly reminding consumers of the true halal nature of their products and their contribution to the local people. Originality/value This study contributes to the recognition of new insights into Muslim motivation to boycott product. The results develop important concepts surrounding the issue of boycotting foreign products. A concept map has been produced to offer a more comprehensive picture of Muslim’s boycotting behaviour.

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