Boycott Campaign Intensity on Consumer Boycott Intentions and Participation: The Role of Access to Substitute Products
DOI:
https://doi.org/10.14414/jebav.v27i3.4737Keywords:
Boycott Campaign Intensity, Boycott Interest, Boycott Participation, Access to Substitute ProductsAbstract
This study examines the relationship between the intensity of boycott campaigns and the
intention to participate in such campaigns, with a focus on the mediating role of boycott
intention and the moderating effect of access to substitute products. Using a correlational
approach, data from 210 respondents in the Kendari community who participated in the
boycott of pro-Israel products were analyzed through Structural Equation Modeling (SEM)
with SmartPLS 3.0. The findings reveal that the intensity of a boycott campaign signifi
cantly enhances boycott intention by increasing consumer awareness and involvement.
However, campaign intensity does not directly translate into actual participation due to
barriers such as skepticism about the boycott’s effectiveness and campaign fatigue. Boycott
intention, on the other hand, has a strong positive influence on participation, particularly
among consumers motivated by moral and social values. While access to substitute prod
ucts does not significantly moderate the relationship between boycott intention and partici
pation, its availability positively impacts participation by reducing the personal costs asso
ciated with the boycott. Boycott intention serves as the primary mediator between campaign
intensity and participation, indicating that more intense campaigns foster greater intention
to participate. The study highlights the theoretical and practical importance of understand
ing campaign intensity, consumer responses, and the role of ethical values and social soli
darity in boycott dynamics. Additionally, the availability of substitute products remains a
relevant factor in facilitating participation. This research also opens avenues for further
exploration into the influence of cultural factors on boycott behavior.
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