THE IMPACT OF CONSUMER ANIMOSITY AND ETHNOCENTRISM ON UNWILLINGNESS TO BUY PRODUCT THAT AFFILIATED WITH ISRAEL THROUGH BOYCOTT PARTICIPATION

Abstract

This research aims to discover the effect caused by consumer animosity and consumer ethnocentrism towards unwillingness to purchase products that affiliated with Israel through boycott participation. Moreover, the paucity of research regarding boycott participation in Indonesia added the purpose of this research. Data gathered by survey from 260 Indonesian mainly in Pontianak and analyzed statistically using SmartPLS 4.0. The analysis revealed that consumer animosity, consumer ethnocentrism, and boycott participation have significant and positive impact towards unwillingness to buy product that affiliated with Israel. Boycott participation also partially mediate the influence of consumer animosity and consumer ethnocentrism towards unwillingness to buy. The findings suggest that organization and marketers be aware of the current phenomena as its true that consumer animosity and ethnocentrism is impacting consumer willingness to buy.