A study on the boycott motivations of Malaysian non-Muslims
Purpose This paper aims to examine non-Muslim consumers’ willingness and motivation to boycott American-based companies operating in Malaysia, where Islam is prominent. The underlying base used in this study is an on-going boycott spurred by the Palestinian/Israel conflict in the Middle East. De...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
| Published: |
Emerald Group Publishing Ltd.
2016
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/58163/ http://irep.iium.edu.my/58163/ http://irep.iium.edu.my/58163/ http://irep.iium.edu.my/58163/1/A%20study%20on%20the%20boycott%20motivations%20of%20Malaysian%20non-Muslims.pdf http://irep.iium.edu.my/58163/7/58163_A%20study%20on%20the%20boycott%20motivations%20_scopus.pdf |
| Summary: | Purpose
This paper aims to examine non-Muslim consumers’ willingness and motivation to boycott American-based companies operating in Malaysia, where Islam is prominent. The underlying base used in this study is an on-going boycott spurred by the Palestinian/Israel conflict in the Middle East.
Design/methodology/approach
Two products were selected based on their market presence: consumer familiarity and product affordability. A total of 340 completed questionnaires were obtained from non-Muslim university students and validated by partial least squares approach.
Findings
Three factors were found to be significant in predicting willingness to boycott, which were self-enhancement, perceived egregious behavior and country image.
Originality/value
This paper addresses boycott motivations from the context of Malaysian non-Muslims quantitatively, based on an issue strongly related to Muslims. The results may have some implications on multinational firms, non-government organizations, policymakers as well as consumers. |
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