INTENTION TO BOYCOTT PRODUCTS THAT SUPPORT ISRAEL: BASED ON THE THEORY OF REASONED ACTION
DOI:
https://doi.org/10.30997/jsei.v10i2.11845Keywords:
Theory of Reason Action, Religiosity, Humanity, Intention to BoycottAbstract
The Israeli-Palestinian conflict has resulted in the loss of tens of thousands of lives and forced millions of people to flee as a result of colonial actions that occurred more than a hundred years ago. From October 7 to November 24, there were at least 7,283 pro-Palestinian protests taking place in more than 118 countries, as well as expressing condemnation by choosing to Boycott products and services that support Israel, which in turn sparked the Boycott, Divestment and Sanctions (BDS) movement. The main objective of this research is to analyze the essential role of the Theory of Reason Action (TRA) in explaining the intention to boycott products affiliated with Israel by including the humanitarian variable as the originality of this research. The unit of analysis for this research is individuals, with a sample size of 205 respondents selected using a purposive sampling technique with the criteria that respondents are Muslim and intend to boycott products affiliated with Israel. The data analysis technique used is structural equations modeling (SEM) analysis with the help of Smart PLS 4 software. The results reveal that consumer attitudes can be active when consumers have a high level of religiosity and a sense of humanity. Thus, this impact formed an intention to boycott products affiliated with Israel. The study further examined how consumers reacted to the consumerism of various product categories or brands, expanding the scope of respondents beyond those of the Islamic faith.
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