Religiosity, Consumer Animosity, and Purchase Unwillingness: The Mediating Role of Product Judgment in a Religiously Motivated Boycott Context

Muhammad Nafil Fikri; Nur Afifah; Wenny Pebrianti; Ahmadi

doi:10.61987/jemr.v5i2.2006

Authors

Muhammad Nafil Fikri Universitas Tanjungpura
Nur Afifah Universitas Tanjungpura
Wenny Pebrianti Universitas Tanjungpura
Ahmadi Universitas Tanjungpura

DOI:

https://doi.org/10.61987/jemr.v5i2.2006

Keywords:

Religiosity, Consumer Animosity, Purchase Unwillingness

Abstract

This study aims to examine the effects of religiosity and consumer animosity on purchase unwillingness within a boycott context, with product judgment serving as a mediating variable. A quantitative approach was employed using a survey of 200 Muslim consumers aged 17 years and above who were aware of the boycott issue and expressed concern over related humanitarian matters. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that religiosity and consumer animosity negatively and significantly influence product judgment, while both variables positively and significantly affect purchase unwillingness. Product judgment also exerts a negative and significant effect on purchase unwillingness and functions as a partial mediator in the relationships between religiosity, consumer animosity, and purchase unwillingness. These results imply that cognitive evaluations of products serve as an important mechanism through which moral commitment and hostile sentiments are translated into refusal to purchase, highlighting the need for firms to address not only emotional reactions but also consumers’ evaluative perceptions in managing boycott situations.

References

Ahsan, A. F. M. M., Bose, S., & Jahangir, M. (2024). Advances in accounting does Islamic religiosity influence professional accountants ’ judgments ? Evidence from global convergence of IFRS. Advances in Accounting, 64, 100723. https://doi.org/10.1016/j.adiac.2023.100723

Al Jazeera. (2024). Coca-Cola ad in Bangladesh sparks backlash for “denyingties with Israel.” Al Jazeera. https://www.aljazeera.com/news/2024/6/12/coca-cola-ad-in-bangladesh-sparks-backlash-for-denying-ties-with-israel

Ali, B. J. (2021). Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq. Journal of Consumer Affairs, 55(2), 504–523. https://doi.org/10.1111/joca.12350

Antonetti, P., Manika, D., & Katsikeas, C. (2019). Why consumer animosity reduces product quality perceptions: The role of extreme emotions in international crises. International Business Review, 28(4), 739–753. https://doi.org/10.1016/j.ibusrev.2019.02.003

Boulianne, S., Copeland, L., & Koc-Michalska, K. (2024). Digital media and political consumerism in the United States, United Kingdom, and France. New Media and Society, 26(4), 2110–2130. https://doi.org/10.1177/14614448221083025

Buheji, M. (2025). The power of pro-Palestine consumer activism: Analyzing the boycott movement and its apps since october 2023. Gradiva, 64(3), 1–19. https://doi.org/10.5281/zenodo.14970095

Bukhari, F., Hussain, S., Ahmed, R. R., Streimikiene, D., Soomro, R. H., & Channar, Z. A. (2020). Motives and role of religiosity towards consumer purchase behavior in western imported food products. Sustainability (Switzerland), 12(1), 356 (1-22). https://doi.org/10.3390/su12010356

Business Recorder. (2025). Boycott dent Coca-Cola sales in Pakistan, Turkiye: report. Business Recorder. https://www.brecorder.com/news/40381907/boycotts-dent-coca-cola-sales-in-pakistan-turkiye-report

Business Today Editorial. (2025). Coca-Cola loses market share in Turkey, Pakistan as boycott hit. Business Today. https://www.businesstoday.com.my/2025/09/08/coca-cola-loses-market-share-in-turkey-pakistan-as-boycotts-hit/

Dogan, B. (2025). Examining the financial effects of boycotting Israel: Event-study and modern portfolio theory approaches with data from Borsa Istanbul. Borsa Istanbul Review, 25(February), 1026–1037. https://doi.org/10.1016/j.bir.2025.06.002

Elshaer, I. A., Azazz, A. M. S., Fayyad, S., Kooli, C., Fouad, A. M., Hamdy, A., & Fathy, E. A. (2025). Consumer boycotts and fast-food chains: Economic consequences and reputational damage. Societies, 15(5), 114. https://doi.org/10.3390/soc15050114

Fitri, A., Listiana, E., & Fitriana, A. (2024). Do animosity, product judgment, and boycott participation influence purchase unwillingness? International Journal of Economics, Business and Accounting Research (IJEBAR), 8(4), 1100–1111. https://doi.org/10.29040/ijebar.v8i4.15547

GoodStats. (2024). Survei GoodStats: Mayoritas warga Indonesia dukung aksi boikot produk terafiliasi Israel. GoodStats. https://goodstats.id/article/survei-goodstats-mayoritas-warga-indonesia-dukung-aksi-boikot-produk-terafiliasi-israel-IOhHj

Husaeni, U. A., & Ayoob, M. A. (2025). Determinants of Muslim’s intention to boycott Israel-affiliated products: Evidence from Indonesia. Jurnal Ekonomi & Keuangan Islam, 11(1), 14–28. https://doi.org/10.20885/JEKI.vol11.iss1.art2

Ibadurrahman, S. K., & Putra, H. T. (2024). The effect of religiosity and product innovation on repurchase intention through customer satisfaction: McDonald’s customers in Cimahi City. Journal of Economic, Business and Accounting (COSTING), 7(5), 1891–1904. https://doi.org/10.31539/costing.v7i5.11980

Jedickle, E. M., Arnold, C., & Lindenmeier, J. (2025). The dynamics of consumer boycott intention : Examining the roles of moral reasoning , cognitive dissonance , and self-congruence. Journal of Business Research, 189. https://doi.org/10.1016/j.jbusres.2024.115127

Koc, F., Ozkan, B., Komodromos, M., Efendioglu, I. H., & Baran, T. (2024). The effects of trust and religiosity on halal products purchase intention: Indirect effect of attitude. EuroMed Journal of Business, 20(5), 141–165. https://doi.org/10.1108/EMJB-01-2024-0004

Krüger, T., Hoffmann, S., Nibat, I. N., Mai, R., Trendel, O., Görg, H., & Lasarov, W. (2024). How consumer animosity drives anti-consumption: A multi-country examination of social animosity. Journal of Retailing and Consumer Services, 81. https://doi.org/10.1016/j.jretconser.2024.103990

Lestari, P., & Thuba Jazil. (2024). The role of religiosity, consumer animosity, and ethnocentrism in explaining the boycott motivation. Journal of Islamic Economics and Finance Studies, 5(1), 134–152. https://doi.org/https://doi.org/10.47700/jiefes.v5i1.7755

Makmun, A. H., Yuliana, D., Devilishanti, T., & Hasni, J. (2023). Conceptualizing the relationship between Islamic religiosity and Islamic work ethics. Jurnal Bisnis Dan Manajemen West Science, 2(02), 184–192. https://doi.org/10.58812/jbmws.v2i02.341

Populix. (2023). 65% masyarakat Muslim Indonesia boikot produk terafiliasi Israel. Populix. https://info.populix.co/articles/masyarakat-muslim-indonesia-dukung-boikot-produk-terafiliasi-israel/

Putri, C. S., & Murtadho, K. (2024). Pengaruh religiusitas dan consumer animosity terhadap keputusan boikot dan purchase unwillingness produk Unilever Indonesia pada konsumen Generasi Z di Kabupaten Pasuruan. MES Management Journal, 3(4), 595–605. https://doi.org/10.56709/mesman.v3i4.506

Rafiki, A., Hidayat, S. E., & Nasution, M. D. T. P. (2023). An extensive effect of religiosity on the purchasing decisions of halal products. PSU Research Review, 7(4). https://doi.org/10.1108/PRR-07-2022-0093

Reuters. (2024). From Egypt to Pakistan, Coke and Pepsi boycott over Gaza lifts local sodas. Arab News. https://www.arabnews.com/node/2570049/pakistan

Reuters. (2025). Coca-Cola Europacific Partners tempers annual revenue forecast on Indonesia weakness. Reuters. https://www.reuters.com/business/retail-consumer/coca-cola-europacific-partners-tempers-annual-revenue-forecast-indonesia-2025-08-06/

Risdiyani, A. (2023). Pengaruh halal knowledge, Islamic religiosity, dan halal lifestyle terhadap penilaian produk kosmetik dan keputusan pembelian kosmetik halal. Cross-Border, 6(1), 95–106.

Rusik, M. P., Pebrianti, W., Juniwati, J., & Ramadania, R. (2025). The effect of animosity on purchase intention: Product judgment as a mediating variable for Israeli products (Mcdonald’s). EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 13(2), 1117–1126. https://doi.org/10.37676/ekombis.v13i2.7171

Salciuviene, L., Banytė, J., Vilkas, M., Dovalienė, A., & Gravelines, Ž. (2022). Moral identity and engagement in sustainable consumption. Journal of Consumer Marketing, 39(5), 445–459. https://doi.org/10.1108/JCM-03-2021-4506

Sari, D. K., & Games, D. (2024). Investigating young consumer’s boycott behavior in an emerging market. Cogent Business and Management, 11(1), 1–17. https://doi.org/10.1080/23311975.2024.2362444

Tedjakusuma, A. P., Au Yong, H. N., Andajani, E., & Mohamad, Z. Z. (2023). Intention to purchase halal health supplement online: Lessons learned from the health crisis. Heliyon, 9(9), e19840. https://doi.org/10.1016/j.heliyon.2023.e19840

Ulfatunnisa, Puruwita, D., & Fidhayallah, N. F. (2025). Pengaruh animosity product judgement dan boycott participation terhadap purchase unwillingness produk Pro-Israel. Jurnal Ilmiah …, 2(4), 429–438. https://doi.org/10.61722/jemba.v2i4.1216

Wijayanti, C. A., & Elicia, E. (2024). The role of ethnocentrism and animosity on willingness to buy chinese products; Does foreign product Judgement Mediate the Relation? Klabat Journal of Management, 5(1), 1–18. https://doi.org/10.60090/kjm.v5i1.1038.1-18