Consumer Boycotts and Their Impact on the Relationship Between Brand Awareness and Purchase Intentions

Achbar Adi Saputra; Dwi Nita Aryani; Azura Abdullah Effendi; Virly Assa Lunsa; Xu Congbo; Chew Kah Song; Syed Noor Izhar

doi:10.32535/ijthap.v8i3.4195

Consumer Boycotts and Their Impact on the Relationship Between Brand Awareness and Purchase Intentions

Achbar Adi Saputra, Dwi Nita Aryani, Azura Abdullah Effendi, Virly Assa Lunsa, Xu Congbo, Chew Kah Song, Syed Noor Izhar

Abstract

The global boycott movement against pro-Zionist products has intensified as an act of solidarity, leading to a notable decline in the sales and market value of companies associated with Zionism. This research analyzed the effect of brand awareness on consumer purchase intention, with pro-Zionist product affiliation as a moderating variable. The study involved 110 respondents from Indonesia (52), Malaysia (33), and China (25). The results revealed that brand awareness had a significant positive influence on consumer purchase intention (t = 5.770; Sig. = 0.000), indicating that higher brand recognition and recall strengthen consumers’ willingness to buy. However, the moderating effect of pro-Zionist product affiliation showed a significant negative coefficient (B = -0.100; t = -4.820; Sig. = 0.000), demonstrating that boycott awareness weakens the relationship between brand awareness and purchase intention. This suggests that even when consumers are familiar with a brand, their intention to purchase declines if the brand is perceived to support Zionism. Overall, the findings confirm that while brand awareness remains a dominant factor in shaping consumer purchase decisions, political associations such as pro-Zionist affiliations can significantly reduce consumers’ willingness to buy. These results emphasize the importance of corporate neutrality and value alignment in maintaining consumer trust and loyalty.

Keywords

Boycott; Brand Awareness; Consumer Purchase Intention; Pro-Zionist Products; Purchase Behavior

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DOI: https://doi.org/10.32535/ijthap.v8i3.4195