Consumer power: Investigating boycott movements in Arab Countries

Abstract

The recent calls to boycott foreign brands across Egypt and the Arab world have emphasized the need to examine the factors that influenced Arab customers' decision to boycott these brands. The war in Gaza has exerted a substantial influence on diverse markets in the Middle East and beyond. This research aims to explore the factors that may influence Arab customers to participate in boycotting, drawing upon the framework of the Theory of Planned Behavior (TPB) and considering additional contextual variables. Specifically, it investigates the roles of customer animosity towards targeted entities, perceived efficiency of boycott actions, and the availability or lack of local alternatives in shaping consumer decisions to engage in boycotts. Using quantitative surveys, data was gathered online from 500 customers in Arab countries, but only 450 respondents were valid. A random sampling technique is used to choose the respondents. By utilizing structural equation modeling, the measurement and structural model are evaluated in addition to the model itself. The TPB posits that subjective norms, and perceived behavioral control are key predictors of behavioral intentions. In this context, customer animosity towards companies or brands, perceptions of the effectiveness of boycott actions, and the presence or absence of viable local alternatives are examined as additional influential factors. This research contributes to both theoretical understanding and practical applications, this research adds to the existing literature on boycotts in Arab countries and highlighting the significance of brand animosity in the Arab countries.