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The Dynamics of Boycott Intentions Toward Israeli Products: A Quantitative Analysis of Psychological Influences and the Moderating Role of Celebrity Trendsetters and Skeptical Opinions (a) Faculty of Economics and Business, Universitas Airlangga, Airlangga, Kec. Gubeng, Surabaya Abstract This study employs a quantitative approach to examine the influence of psychological factors-Subjective Norms, Animosity, and Perceived Efficacy-on the intention to boycott Israeli products among Muslim consumers in Indonesia. Data from 172 respondents were analyzed using the SEM-PLS method. Results reveal that Perceived Efficacy has the most significant impact on the intention to boycott, highlighting the critical role of individuals^ beliefs in the effectiveness of their actions. Animosity also strongly influences boycott intentions, surpassing the effect of Subjective Norms. While this study uniquely introduces Celebrity Trend-setters and Skeptical Opinions as potential moderators-factors not extensively explored in prior research-neither demonstrated significant effects on the relationship between psychological variables and boycott intentions. The mediation analysis shows that Perceived Efficacy and Animosity significantly mediate the relationship between psychological factors and boycott intentions. These findings suggest that efforts to enhance boycott intentions should focus on strengthening consumers^ beliefs in their efficacy and addressing animosity sentiments. Businesses should prioritize transparent communication about the positive impacts of their products, while government initiatives should aim to educate the public on the effectiveness of boycotts. Keywords: Boycotts- SEM- Subjective Norms- Animosity- Perceived Efficacy Topic: Marketing management |
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