Beyond Hashtag: What Drives Indonesian Gen Z Muslims to Boycott Israeli Products?
ABSTRACT
The objective of this study is to contribute to the existing ethical consumption literature by examining the influence of social media, subjective norms, religiosity, and attitudes on the interest in boycotting pro-Israel products in the context of the Israeli-Palestinian conflict that has been ongoing since October 2023. Generation Z in Indonesia, a predominantly Muslim demographic, was selected for investigation due to the unique characteristics inherent to this cohort, namely their early adoption of social media throughout adulthood. This study employs the structural equation modeling partial least squares (SEM-PLS) analysis method to examine the pattern of influence between other variables using the SmartPLS 4 software. A survey was conducted on 384 respondents representing the major provinces in Indonesia. The results of the analysis demonstrate that social media, subjective norms, religiosity, and attitudes have a positive and significant effect on the interest in boycotting pro-Israel products.
INTRODUCTION
As of October 2023, the Middle East has been experiencing heightened tensions between Israel, Iran, and Gaza for decades. This conflict has become one of the most protracted and controversial global risks in contemporary history. These global risks include the potential for a US$150/barrel increase in global oil prices and a 1.7% reduction in global GDP (Ziad Daoud et al., 2023). However, the international community has most emphasized that the number of civilian and military casualties exceeds that of any other conflict in the 21st century. This is evidenced by a report from OCHA (2024) which calculates that the average number of deaths per day in Gaza exceeds those in other contemporary conflicts, including those in Syria (96.5/day), Sudan (51.6/day), Iraq (50.8/day), Ukraine (43.9/day), Afghanistan (23.8/day), and Yemen (15.8/day). This humanitarian tragedy has prompted the emergence of numerous campaigns and mass movements in several countries, collectively seeking justice for this conflict and its cessation. One such movement is the boycott, divestment, and sanctions (BDS) movement.
The term "boycott, divestment, and sanctions" (BDS) refers to the collective decision of individuals or organizations to refrain from engaging with entities that violate international law. This may include refraining from purchasing goods, cooperating with, investing in, or implementing laws that facilitate interactions with these entities (Culcasi, 2016). In the context of the Israeli-Palestinian conflict, the boycott, divestment, and sanctions (BDS) movement was first initiated on July 7, 2005, as a form of protest against Israel for violating international law and human rights (Morrison, 2015).
The call was endorsed by over 170 Palestinian associations, trade unions, non-governmental organizations (NGOs), and other Palestinian groups. Earlier in May 2003, the Association of University Lecturer Boards in the UK had also staged a similar protest, namely a boycott of all forms of academic activities with Israeli educational institutions. Similarly, the Norwegian Confederation of Trade Unions implemented a comprehensive boycott of Israel in May 2017, in alignment with the objective of safeguarding the rights of the Palestinian population (Hino, 2023). Subsequently, in 2023, Indonesia extended moral support for the Palestinian cause through MUI Fatwa No. 83, which called on all Indonesian Muslims to avoid consuming products affiliated with Israel and recommended that the government take firm steps against this international conflict (Indonesian Ulema Council, 2023).
There are at least four reasons why Indonesia is of particular significance with regard to the ongoing conflict between Israel and Palestine. Firstly, the Ministry of Home Affairs (MOHA) has indicated that as of 31 December 2023, the population of Indonesia has reached 280.73 million, with 86.7% of the population identifying as Muslim (MOHA, 2023). For Muslims, Palestine holds significant historical and religious value, as it is home to Al-Aqsa Mosque, which is regarded as the third holiest site in Islam, after Al-Haram Mosque and An-Nabawi Mosque. Secondly, Indonesia is one of the most vocal proponents of human security in the context of the Israeli-Palestinian conflict, employing a series of diplomatic measures at international forums (Nugraha & Maura, 2023).
Thirdly, as a developing country with a significant reliance on crude oil imports, the conflict will indirectly impact Indonesia's capital flows through its influence on global oil price movements. Since the commencement of hostilities, the rupiah exchange rate against the US dollar has exhibited a 0.64% depreciation, reaching IDR 15,138/USD (Ronald Sofyan Ganda Sari Sipayung, 2023). This weakening has been driven by global investors' decision to switch to safer assets, such as gold and US bonds. Consequently, the weakening rupiah will result in imports from abroad becoming expensive in rupiah terms. The latest data from the Central Statistics Agency (BPS) indicates that Indonesia sustained economic growth of 5.05% (quarter-on-quarter) in the fourth quarter of the year, driven primarily by expenditure (BPS, 2024). All expenditure components demonstrated growth. The highest growth rate was observed in the consumption expenditure component of non-profit institutions serving households (PK-LNPRT), at 4.82%. This was followed by household consumption expenditure, also at 4.82%, and the other expenditure components. Conversely, the import component of goods and services exhibited a contraction of 1.65% (Figure 1).
Additionally, the Central Bureau of Statistics has released data indicating that Indonesia is currently experiencing a demographic bonus, with 70.72% of the population falling within the productive age range of 15 to 64 years old (BPS, 2023). Within this proportion of the population that is of working age, Generation Z (born between 1997 and 2012) currently constitutes the largest proportion of the total population at 27.94%, exceeding the percentage of the Millennial Generation, which constitutes the second largest proportion of the total population at 25.87%.
Generation Z differs from previous generations in terms of upbringing. They are known as "Digital Natives" because they have been shaped by unlimited access to technological developments and social media from an early age (Djafarova & Foots, 2022a). Recently, the narrative of the Israeli-Palestinian conflict has been amplified and rolled out through social media. The role of social media, particularly Twitter and Facebook, as an instrument for shaping public perceptions has been utilized to document the events of the Israeli-Palestinian conflict, galvanize support, and encourage public demonstrations since the Arab Spring momentum in the 2010-2012 period (Mohydin, 2023). For example, TikTok is currently the most popular social media platform, offering an abundance of short video content and featuring a variety of current global events, including the Black Lives Matter movement, the 2019-2020 coronavirus pandemic, and the 2021-present Russia-Ukraine conflict. The study also indicates that Indonesia is the country with the highest rate of adoption of TikTok (90%), followed by Australia (89%), Spain (86%), and France (86%). Additionally, Newman (2022) found that individuals in Generation Z are more likely to use TikTok as a source of information rather than Google for news. However, on October 9, 2023, TikTok was permanently prohibited from covering events occurring in Israel-Palestine (Prem Thakker & Sam Biddle, 2023). Content that expressed support for Palestine was removed from the platform without any prior review. Notwithstanding the controversy and bias, Generation Z continues to demonstrate the greatest loyalty in absorbing a multiplicity of information on social media, particularly in Indonesia.
A study conducted by the IDN Research Institute team, entitled "Indonesia Gen Z Report 2024," revealed that Generation Z in Indonesia spends, on average, between one and six hours per day on social media (IDN Research Institute, 2024). The most popular social media platform among both male and female respondents was Instagram, with 53% and 52% of respondents, respectively, indicating that they use it. This was followed by TikTok, X (Twitter), and Facebook. Additionally, the study illuminated the manner in which issues and problems are typically interpreted through the lens of religiosity by Generation Z. Meanwhile, the IDN Research Institute's sample revealed that economic and social inequality (60%), mental health (51%), and human rights and social justice (42%) are the top three issues of concern for Generation Z Indonesia today (Figure 2).
# Install Packages
install.packages("ggplot2")
library(ggplot2)
# Data for the ggplot
gen_z <- data.frame(
category = c("Social & Economic Inequality", "Mental Health & Well-being", "Human Rights & Social Justice", "Access to Education", "Climate Change & Environmental Degradation", "Social Impacts of Technological Development", "Gender Inequality", "Political Changes & Meaningful Participation in Politics"),
values = c(0.60, 0.51, 0.42, 0.34, 0.31, 0.25, 0.15, 0.08))
# Sort the dataframe by values in descending order
gen_z <- gen_z[order(-gen_z$values), ]
# Create the bar plot
ggplot(gen_z, aes(x = reorder(category, -values), y = values)) +
geom_bar(stat = "identity") +
labs(x = "Source: IDN Research Institute", y = "Values", title = "Gen Z' Biggest Concern") +
theme(axis.text.x = element_text(angle = 50, hjust = 1))It can be reasonably argued that the Israeli-Palestinian conflict should be a topic of daily discussion for the majority of Generation Z in Indonesia, particularly in recent times. In light of these considerations, the author is prompted to inquire into the attitudes of Generation Z Indonesia, a demographic comprising Muslims, towards products that have been demonstrated to contravene ethical and human rights norms. Does Generation Z Indonesia exhibit a greater proclivity to engage in boycott activities in response to the pervasive dissemination of information on social media that elucidates the humanitarian crisis unfolding in the Israeli-Palestinian conflict?
Prior research has identified a number of factors that influence an individual's decision to consume or boycott products that have been proven to violate ethical, environmental, or human rights standards. The decision of young Indians to purchase green products was found to be significantly influenced by altruistic motivation, egoism, and subjective norms. Additionally, these three factors were more strongly affected by social media usage habits (Kumar & Pandey, 2023). Another study (Alam et al., 2023) also identified social media as a significant factor influencing consumer awareness and purchase of green products. In the context of boycotting products that violate human rights, such as those involved in the Israeli-Palestinian conflict, the author refers to a study conducted by Hino (2023), which identified emotional motives, specifically anger and empathy, and subjective norms as the reasons for acting to boycott Israeli products. The moral foundation theory (MFT) posits that an individual's perception of the suffering of others affects their decision to act, with anger and empathy motives serving as key motivators in this regard. However, the study did not include social media variables as determinants in the decision to boycott products. It would be more pertinent for a study examining the decision to boycott products in the context of the Israeli-Palestinian conflict to incorporate social media variables as a significant factor influencing consumer behavior. A study by Fan et al. (2016) demonstrated that emotional contagion, particularly the expression of anger, is more prevalent than the diffusion of positive sentiments, as observed on social media platforms. Furthermore, the study did not consider the role of religiosity as a potential determinant of participation in product boycotts. A study conducted by Dekhil et al. (2017) revealed that religiosity plays a pivotal role in influencing individuals' decisions to boycott Coca-Cola products. Given that Indonesia has the largest Muslim population in the world and is currently experiencing a demographic dividend, it would be more appropriate to examine the role of religiosity in determining the decision to boycott products amid the ongoing Israeli-Palestinian conflict, particularly among Generation Z.
In light of the existing literature, it is imperative to investigate whether social media usage affects emotional states and, consequently, influences the decision to boycott products amidst the ongoing Israeli-Palestinian conflict. Generation Z in Indonesia represents a crucial subject for such research. The variables of religiosity and subjective norms will be employed as supporting variables to test the hypothesis that these two factors exert a significant influence on Generation Z Indonesia's interest in boycotting a product. Thus, this research is also intended to encourage an increase in literature regarding the determinants of boycotting products by Generation Z Indonesia in the midst of ongoing, high-level political discourse on a national scale.
# Install Packages
install.packages("ggplot2")
install.packages("readxl")
library(ggplot2)
library(readxl)
# Read the data
data <- read_excel("PDB_Pengeluaran_2024.xlsx", sheet = 1)
# Plot multiple time-series by coloring Expenditure
ggplot(data, aes(x = Year, y = Values, color = Expenditure)) +
geom_line() +
scale_x_continuous("Year",
limits = c(2021, 2023),
breaks = seq(2021, 2023, by = 1)) +
labs(title = "GDP by Expenditure 2024 (Quarterly)")LITERATURE REVIEW
Theory of Reasoned Action (TRA)
The Theory of Reasoned Action posits that individual intentions are shaped by subjective norms and one's attitude toward the behavior in question (Brock Baskin et al., 2023). Prior research has demonstrated the efficacy of the Theory of Reasoned Action as a methodology for investigating consumer preferences regarding domestic and foreign products (Brodowsky et al., 2018). Conversely, subjective norms pertain to attitudes of conformity, whereby decisions to engage in or refrain from specific actions are predicated on perceived social pressure (Ajzen, 1991). Incorporating subjective norms as a predictive variable for the behavior of Indonesian Gen Z Muslims will facilitate a more comprehensive understanding of the role of social norms and consumer behavior in the decision to boycott products. Accordingly, this theory will be employed to forecast the inclination and conduct of Indonesian Muslim Gen Z consumers in boycotting products associated with Israel. Moreover, the Theory of Reasoned Action (TRA) offers a framework for mapping consumer behavior, particularly with regard to whether consumers believe they should or should not purchase specific products for reasons other than product quality. In accordance with this theory, behavioral intention or interest serves as a precursor to behavioral intention, directly influencing an action. It represents an individual's evaluation of whether or not they should engage in the action. Additionally, it has been demonstrated that behavioral intention itself has two antecedents: attitude towards the action and subjective norm. Attitude towards the action represents an individual's judgment about whether engaging in an action will result in a positive or useful impact, which is typically measured using a semantic differential scale comprising four items: good-bad, foolish-wise, pleasant-unpleasant, and beneficial-harmful.
Ethical Consumerism
The term "ethical consumerism" or "ethical consumption" was first defined by Webster in 1975 to represent consumers who consider that every consumption activity they engage in with regard to specific products will have an impact on social change (Webster, 1975). The motivation behind ethical consumption encompasses a range of factors, including political, religious, spiritual, environmental, and social considerations. These individuals seek to influence societal change by making conscious choices regarding the products they consume. Moreover, these products prioritize animal welfare, environmental stewardship, human rights, and fair trade practices. The theory is then subdivided into three categories, based on the ethical consumer group: positive ethical, negative ethical, and consumer action. The term "positive ethics" is used to describe the consumption of products that are socially and environmentally responsible. In contrast, "negative ethics" refers to consumer activity in the form of boycotting products that are not ethically produced. The final category is consumer action, which encompasses proactive consumer behavior aimed at influencing the alteration of unethically produced products. Prior research has indicated that individuals in the Gen Z cohort are more inclined to engage in ethical consumption practices within the positive ethical domain (Djafarova & Foots, 2022b).
Economics of Attention
The concept of the attention economy was first proposed in the late 1960s by Herbert A. Simon, an American expert in political science, economics, computer science, and cognitive psychology. Simon argued that the abundance of information is also a significant economic problem (United Nations Economist Network, 2023). The profusion of digital content that is readily available will influence an individual's capacity to process information. This concept is becoming increasingly relevant in an era where information has become relatively inexpensive since the 2000s, yet the cost of one's attention has become increasingly prohibitive. In the context of the advent of social media, social media platform companies are engaged in a competitive process of data collection with the objective of encouraging users to engage with their platforms for longer periods of time by presenting them with content that is increasingly personalized and tailored to their preferences, as determined by the analysis of user data by algorithms (Spohr, 2017). Conversely, advertising represents the primary source of revenue for these companies, which capitalize on user attention by creating more persuasive content. This is also the reason why users remain on the platform for longer periods of time, as evidenced by features such as YouTube recommendations, Instagram suggested content, and TikTok for your page. In December 2023, Facebook recorded revenue of USD 72 billion, while Instagram recorded revenue of USD 60.3 billion (David Curry, 2024). It can be argued that the attention of users represents a valuable commodity for social media companies in terms of maximizing profits and indirectly influencing user behavior. This underscores the notion that the abundance of information is regarded as an economic problem, as each individual who consumes the information in question will affect their behavior, beliefs, and perspectives, as well as their interactions in the real world.
Therefore, the author believes that it would be more pertinent to examine this research from the perspective of the economics of attention theory. This would enable a better understanding of whether the dissemination of information about the Israeli-Palestinian conflict on social media also influences the behavior and perspective of Indonesian Generation Z Muslims, and whether this ultimately leads to a boycott of products associated with Israel.
#Load
install.packages("readxl")
install.packages("lavaan")
install.packages("semPlot")
library(readxl)
library(lavaan)
library(semPlot)
#Read the SEM-PLS Data
data_SEM <- read_excel("Data_SEM.xlsx", sheet = 2)
#Creat multi-factor model
thesis.model <- 'social_media =~ SM1 + SM2 + SM3
intention =~ INT1 + INT2 + INT3 + INT4
attitude =~ ATT1 + ATT2 + ATT4
subjective_norm =~ SN1 + SN2 + SN3
religiosity =~ REL1 + REL2 + REL3 + REL4'
#Use cfa() to analyze the model
twofactor.fit <- cfa(model = thesis.model,
data = data_SEM)
#Use summary() to view the fitted model
summary(twofactor.fit, standardized = TRUE, fit.measures = TRUE)HYPOTHESIS DEVELOPMENT
In light of the findings presented in the literature review, this study aims to examine the relationship between several latent variables. The study employs seven latent variables, each with their corresponding manifest variables. These include social media, attitude, religiosity, subjective norms, and interest. Subsequently, the seven variables will be evaluated for significance and reliability to ascertain the accuracy of their interconnections (Figure 3). With regard to the religiosity variable, the author makes specific reference to the scale developed by Mahudin et al. (2016), which is measured in accordance with the Islamic perspective, encompassing both an understanding of Allah SWT (faith) and the actualization of good deeds of a Muslim (ihsan).
Relationship between Social Media and Boycott Interest through Attitude
Attitude refers to an individual's positive or negative assessment of the item to be consumed (Ajzen, 1991). Several previous studies using attitude variables as predictors for interest in boycotting Israel-related goods have been conducted. The study conducted by (Farah & Newman, 2010) showed a positive and significant relationship between attitude and boycott interest in products produced by companies affiliated with Israel. In line with research by (Hamzah & Mustafa, 2019) which also revealed the same findings. On the other hand, how a consumer's attitude in deciding whether or not to buy a product is also strongly influenced by how his behavior in seeking specific product information (Dörnyei & Gyulavári, 2016). Information about product labeling & where it is made in is very important for decision making. Therefore, the authors propose the following hypothesis:
H1 = There is a positive and significant influence between attitude and one's interest in boycotting products
Relationship between Subjective Norms and Boycott Interest through Attitude
Studies related to attitude variables as mediators in the context of the study of boycotting Israeli & American products have been conducted by (Zafar, 2015). From the results of the study, which used the variables of ethnocentrism and religiosity as supporting variables, it was found that Malaysians who were the object of research were moderate in expressing their emotional feelings to refuse to buy US goods (on a scale of 1 to 7). Previous studies that applied the theory of reasoned action reported that there is a significant relationship between an individual's preferences and buying behavior and the study used the variable attitude towards the ethics of the company that the respondents boycotted (Brock Baskin et al., 2023). On the other hand, putting attitude as a mediator to explain consumer behavior in the context of boycotts has also been done by (Tariq, 2017) with respondents from non- Arab, non-Muslim, and Non-Israeli citizens. Therefore, the author proposes the following hypothesis:
H2 = There is a positive and significant influence between subjective norms and interest boycott mediated by attitude
Relationship between Religiosity and Boycott Interest through Attitude
Research on the effect of religiosity on interest in boycotting products has shown that religiosity has a positive and significant effect mediated by consumer attitudes. Abdullah et al. (2021) in their study suggest that religiosity plays an important role in shaping attitudes which then influence consumer decisions to boycott certain products. Mirza, Ashraf, and Jahangir (2020) also found that high religiosity can encourage consumers to boycott products based on their religious beliefs, with attitude as the main mediator in this process. Furthermore, Nasution, Rossanty, and Aspan (2017) in their research on halal cosmetics brand image showed that attitudes formed from strong religiosity contribute to consumers' decisions to choose or boycott products, confirming that attitudes play a significant mediating role in this relationship. Thus, the authors propose the following hypothesis:
H3 = There is a positive and significant effect on the interest in boycotting products that are mediated by attitude
Relationship between Subjective Norms and Interest in Boycotting Israeli's Products
Humans tend to be subjective in acting or not acting and this subjectivity is mostly influenced by life experiences and important people around them (i.e. family, friends, and groups) which will shape a person's perceptions and behavior (Ajzen, 1991). Previous studies applying the theory of reasoned action reported that there is a significant relationship between an individual's preferences and buying behavior (Brock Baskin et al., 2023). In the context of product boycotts, (Farah & Newman, 2010) have found that subjective norms are a significant explanation of why the Lebanese public is finally interested in boycotting products related to Israel. Research conducted by (Hamzah & Mustafa, 2019) also used subjective norms to explain why Malaysian Muslims are interested in boycotting and found a significant relationship. In this case, the authors propose a hypothesis that states:
H4 = Subjective norms have a positive and significant influence on interest in boycotting.
Relationship between Religiosity and Interest in Boycotting Israeli's Products
The movement to boycott a product as a form of protest against human rights violations is driven more by religious, spiritual and social motives. As the world's largest Muslim country, Indonesia is closely related to religiosity. Several previous studies have tried to interpret how the religiosity of a Muslim also affects a person's interest in boycotting. A study by (Dekhil et al., 2017) found that the religiosity of a Muslim in the country of Tunisia can explain a person's interest in not buying Coca Cola products. Another study conducted by (Ahmed et al., 2013) also found that Malaysian Muslims who have religious motives are encouraged to boycott products related to the United States. Thus, the author proposes the following hypothesis:
H5 = A consumer's religiosity has a positive and significant effect on his interest in boycotting pro-Israel products.
RESEARCH METHODS
Type of Research
The type of method used in this research is a quantitative approach with descriptive analysis techniques. The scope limitation of this research focuses more on the variables that influence the interest in boycotting products by Generation Z Indonesia.
Population and Sample
The population in this study are all Muslim communities in Indonesia who are categorized as Generation Z (born in 1997 to 2012) and are productive at least 18 years old. The sampling technique used is purposive sampling with the following criteria:
- Muslim
- 18-27 years old
- Indonesian Citizen
For sampling, the author refers to the Isaac and Michael table method with the provision of an error rate on the basis of a population of 1%, 5%, and 10%. If the minimum limit population is 1,000,000 or an infinite number with an error rate of 5% (0.05), the number of respondents that must be owned is at least 349 respondents (Sarwono, 2006)
Data Collection Method
This research uses primary type data obtained from the distribution of Google Forms containing the modified results of questions and answers based on references to previous studies. To determine the Likert scale, the authors used a scale of 1-6 with the following classification: scale 1 = strongly disagree, scale 2 = disagree, scale 3 = disagree, scale 4 = moderately agree, scale 5 = agree, and scale 6 = strongly agree (Ghozali, 2018). Determination of the Likert scale 1-6 functions in order to avoid ambiguity of meaning and a person's tendency to choose an answer that is in the middle. Meanwhile, (Budiaji et al., 2013) suggest that the Likert scale 1-6 has a higher level of validity and reliability than the 1-4 scale.
Data Analysis Method
Structural Equation Modeling (SEM) is a method used to analyze data in this study and explain the relationship between several existing variables. The type of Structural Equatoin Model (SEM) used is Partial Least Square (SEM-PLS) which aims to build or develop a theory that has not been accurately built by considering the role of mediation and moderation variables in the relationship between independent and dependent variables (Ghozali & Latan, 2015).
ANALYSIS RESULT
Respondent Characteristics
Measurement Test (Outer Model)
Discriminant Validity Test
Reliability Test
Path Coefficient Test and Signifiance Levels
Evaluation of R-Square Value
DISCUSSION
The Influence of Social Media on Interest to Boycott through Attitude
The results of the analysis, as presented in Table 6, indicate that social media users, specifically Indonesian Generation Z Muslims, influence their inclination to engage in a boycott of Israeli products, which is mediated by the attitude variable. This is evidenced by the T-statistic value of 3.270, which is greater than 1.98, and the P-value of 0.001. In other words, each of their social media behaviors, such as sharing content that calls for boycotts and being exposed to the rapid flow of information about these calls, has an impact on their interest in avoiding consumption of pro-Israel products. The role of social media as an influential platform for shaping the attitudes of Muslim Generation Z Indonesians has been identified in relation to four key metrics: useless-useful, useless-beneficial, unfair-fair, and unreasonable-common sense. The examination of respondents' attitudes toward the review of their decision-making processes has been a recurring topic in numerous prior studies. The hypothesis regarding an individual's attitude toward engaging in a boycott has been developed by Hamzah and Mustafa (2019) and demonstrates a notable correlation. The empirical study also employs the Theory of Planned Behavior (TPB), a derivative of the Theory of Reasoned Action (TRA), to investigate whether an individual's considerations, including attitudes (beliefs about the potential consequences of their behavior), normative beliefs (beliefs about the normative expectations of others), and control beliefs (beliefs about the existence of factors that can impede or facilitate behavioral performance), influence decision-making processes. One such decision is the interest in boycotting products affiliated with Israel (Brodowsky et al., (2018). In this context, attitudes toward boycotting can be defined as the extent to which engaging in or participating in a boycott is perceived as either beneficial or detrimental. The measurement of attitudes towards the act of boycotting is as crucial as the measurement of attitudes towards Israel in relation to the interest in boycotting. A study conducted by Balbanis (2013) found that consumers' purchasing of surrogate consumer goods from US-linked multinational companies was influenced by the US refusal to sign the Kyoto Protocol on global warming. Therefore, it is crucial to examine the attitudes of consumers, particularly the Indonesian Generation Z who are Muslim, towards their actions in boycotting, in alignment with previous studies. With regard to research on social media, few previous studies have attempted to utilize this medium to elucidate attitudes that may influence respondents' decisions to boycott or avoid consuming specific products. The most proximate study to the subject of boycotting with the SEM-PLS analytical method has only been conducted by (Brocks Baskin, 2023). This study revealed a significant and negative correlation between social pressure experienced by Facebook users and attitudes regarding the ethical reputation of the organization being boycotted. Conversely, it also demonstrated a significant and positive correlation between social pressure and attitudes regarding the ethical reputation of the organization being boycotted. The study's respondents totaled 329, were at least 18 years of age, and were US citizens. Moreover, (Xing Fang, 2021) has conducted research on product boycotts, indicating that information disseminated on social media regarding the spread of the SARS-CoV-2 virus influenced consumer interest in Chinese products. In conclusion, the author's findings contribute a new perspective to the study of boycotts in the context of the Middle East conflict.
The Effect of Subjective Norms on Interest in Boycotting Israeli's Products
Moreover, an examination of the hypotheses derived from previous studies indicates that subjective norms are a significant determinant of respondents' interest in engaging in a boycott. The resulting social pressure significantly influences and explains a person's decision to boycott a product, as indicated by a T-statistic value of 2.234, which is greater than 1.98, and a P-value of 0.026. This indicates that the research respondents' decisions were also influenced by social pressure from the individuals with whom they have the closest and most important relationships. Previous studies have similarly proposed that social pressure on decision-making and consumer behavior is most effectively exerted by close friends, family, and individuals considered important. For example, an article entitled "Predicting Ethical Perception and Consumer Intentions during A Secondary Crisis using the Theory of Reasoned Action" (Brocks Baskin, 2023) found that social media and subjective norms have a strong relationship to consumer interest. This is also consistent with the findings of research conducted by Glen et al. (2018), which employs subjective norms as an explanatory variable but does not include social media as an additional variable. Conversely, a study conducted by Alsaad (2021) that focuses on ethical consumption also empirically tests the relationship between ethical consumption, intention, and subjective norms. The findings indicate that these three variables influence a consumer's confidence in the decision to purchase environmentally friendly products. Therefore, the hypothesis proposed by the author of this study can be accepted.
The Effect of Subjective Norms on Boycott Interest through Attitude
As evidenced by Table 6, the hypothesis regarding the influence of subjective norms on boycott interest, mediated by attitude variables, exhibits a positive and statistically significant effect. This is evidenced by the T-statistic value of 2.234, which is greater than 1.98, and the P-values of 0.026. In this case, the respondents' self-assessment of their decision, as measured by a semantic differential scale with four items (useless-useful, useless-beneficial, and unfair-fair), serves as a mediator between the social pressure experienced by respondents from their social networks and their decision to boycott pro-Israel products. Studies examining the role of attitude variables as mediators in the context of boycott behavior have been conducted by Zafar (2015). The results of the study, which employed ethnocentrism and religiosity as supporting variables, indicated that Malaysians, the subjects of the research, exhibited moderate emotional responses when expressing their reluctance to purchase US goods (rated on a scale of 1 to 7). The author posits that this is due to the heterogeneous nature of Malaysian society, comprising ethnic Malays, Chinese, and Indians. This complexity makes it challenging to accurately represent the consumer animosity of each Malaysian. Conversely, the study of attitudes as a mediator to explain behavior (Tariq, 2017) was conducted with respondents from non-Arab, non-Muslim, and non-Israeli backgrounds. The results indicated that the decision of third-country citizens to boycott Israeli products was influenced by their empathetic concern for Palestinians and Lebanese, rather than driven by hatred towards Israel. Such concern is generated by their awareness of the case of hostility and is further reinforced by the values of self-transcendence/universalism and their interaction with the case, which activates their altruism towards the offended citizens. Consequently, they are motivated to alleviate or reduce the suffering of those citizens by avoiding Israeli products.
The Effect of Religiosity on Boycott Interest through Attitude
With regard to this hypothesis, the T-statistic value of 2.949 is also noteworthy, exceeding the threshold of 1.98, and the P-values of 0.03 are similarly indicative of a positive outcome. This result indicates that consumers are willing to engage in a boycott when they perceive that a well-known company is supporting projects that violate human rights. Furthermore, it is plausible that religiosity exerts an influence on the relationship between attitude and participation in a boycott due to the fact that the majority of respondents are Muslims from diverse ethnic and cultural backgrounds in Indonesia, belonging to Generation Z. Generation Z is inclined to perceive all phenomena through the lens of Islamic religiosity. The central role of religiosity appeals in Generation Z Indonesia's motivation and participation in boycotting is a key aspect of this phenomenon. This hypothesis has been developed based on the findings of previous studies, including those by Abdullah et al. (2021), Rossanty (2017), and Sadiq & Ahmad (2023). These studies similarly demonstrated significant cause-and-effect relationships, including the impact of consumer religiosity on foreign product valuation, consumer hostility on foreign product valuation, consumer religiosity on consumer ethnocentric tendencies, consumer ethnocentric tendencies on foreign product valuation, and foreign product valuation on consumer purchasing actions.
The Effect of Religiosity on Boycott Interest
As demonstrated in Table 5, the religiosity variable exerts a positive and significant influence on the propensity of Indonesian Generation Z Muslims to engage in boycott activities targeting Israeli or US products. This is evidenced by the T-statistic value of 2.234, which is greater than 1.98, and the P-value of 0.026. This indicates that individuals who adhere more strictly to Islamic law in their daily lives are more likely to refuse to purchase goods associated with the United States and Israel. This religiosity is evidenced by the individual's efforts to fulfill the value of ihsan, or good deeds carried out between fellow human beings, as well as their observance of Islamic teachings concerning the vertical relationship between people, humans, and God. Research examining the factors influencing consumer behavior with a focus on religiosity in Indonesia is limited. However, previous studies have employed a religiosity lens to investigate consumer behavior, with one notable example being Fawzi (2015). This study utilized religiosity variables and brand loyalty as moderators, demonstrating a significant positive relationship between brand loyalty and participation in boycotting a particular brand, namely Coca-Cola. The study demonstrates a robust correlation, as evidenced by the R-squared value of 0.843. This finding corroborates the hypothesis proposed by other previous research using qualitative methods, namely that of Al-Hyari et al. (2012). These studies corroborate the assertion that cultural factors, specifically religiosity, play a pivotal role in shaping ethical decision-making, particularly in the context of product boycott decisions.
CONCLUSION