CONSUMER ANIMOSITY, XENOCENTRISM AND BOYCOTT MOTIVATION: EXPLORING THEIR INFLUENCE ON UNWILLINGNESS TO BUY PRO-ISRAEL PRODUCTS

Abstract

Globalization has led multinational firms to seek new markets, resources, and opportunities beyond national borders. Businesses have both possibilities and risks. Consumer boycotts are becoming more common, posing a strategic and tactical uncertainty for businesses. The ongoing struggle in the Middle East, particularly between Israel and the Palestinian Hamas group, has regained global attention with Israel's October 7, 2023 attack on Palestine. The horrific atrocities on Palestinians caused widespread shock and attracted a lot of attention from countries all over the world, including Indonesia. The people of Indonesia, who are pro-Palestine, have begun to boycott worldwide products linked to Israel as a sign of their hatred for the country. Additionally, the movement against supporting Israel and its allies has caused many Indonesians to switch to non-Israeli products. The goal of this study is to determine how xenocentrism and consumer hostility impact customers' reluctance to purchase Israeli-affiliated items by decreasing their likelihood of being motivated to boycott them. The lack of information on boycott motivation in Indonesia furthers the study's objective. Data was collected by a survey of 264 Indonesians, primarily in Indonesia, and statistical analysis was performed using SmartPLS 4.0. The investigation's conclusions show that consumer hostility, xenocentrism, and the desire to avoid buying have a large and positive impact on boycotting products linked to Israel. Furthermore, the boycott drive acts as a partial mediating factor between the impact of consumer efficacy and animosity on unwillingness to purchase. These findings emphasize the importance of companies and marketers being aware of the continual incidence of customer xenocentrism and hatred, as it has been shown to impact consumers' desire to make a purchase.  Kata kunci: consumer animosity, xenocentrism, boycott motivation, unwillingness to buy, israel product.  REFERENCESAbd"Razak, I. S., & Abdul"Talib, A. N. (2012). Globality and intentionality attribution of animosity: An insight into the consumer boycotts in the Muslim dominant markets. Journal of Islamic Marketing, 3(1), 72-80.Ari Putra Utama. 2024. Menimbang Gerakan Boikot Produk Israel. https://news.detik.com/kolom/d-7142778/menimbang-gerakan-boikot-produk-israelAli, B. J. (2021). Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq. Journal of Consumer Affairs, 55(2), 504"“523. https://doi.org/10.1111/joca.1235Amine, L. S., Chao, M. C., & Arnold, M. J. (2005). 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