This study aims to explore how animosity and moral concerns drive Muslim consumers’ participation in pro-Israel brand boycotts and how these actions impact buycotts and their psychological well-being.
A mixed-method approach was used, combining qualitative thematic analysis of 123 participants to identify key themes and partial least squares structural equation modelling (PLS-SEM) of 1,329 respondents to test a conceptual model.
The study identifies six themes underlying Muslim consumers’ participation in boycotts. The quantitative analysis highlights the relationships between consumer animosity (religious, war-related and economic animosity), moral concerns (perceived egregiousness and guilt), political consumerism (boycott and buycott behaviours) and psychological well-being (peace of mind). The findings suggest that boycotting can serve as a pathway to achieving a sense of tranquillity.
This study contributes to the literature by uncovering the motivations and outcomes of Muslim consumer boycotts through qualitative analysis and testing an integrated model linking animosity, moral concerns, political consumerism and psychological well-being. It provides novel insights into how boycotts support consumer well-being in politically sensitive contexts.
