The rise of alternative brands during the boycott movement: evidence from Malaysia

Abstract

The ongoing Palestinian-Israeli conflict has driven significant boycott movements among Malaysian consumers, resulting in shifts toward alternative brands. However, there remains a knowledge gap regarding the factors influencing consumer preference for these brands during boycotts. This research investigates the relationship between consumers’ willingness to boycott, consumers’ attitudes, and consumers’ personal values and their preference for alternative brands. A quantitative method using Pearson Correlation and Ordered Probit Regression was employed. Data were collected through a convenience sampling method involving 289 respondents from Negeri Sembilan, Malaysia, aged 18 and above, who were aware of the boycott movement. The findings revealed a strong positive correlation between consumers’ willingness to boycott, personal values, and consumer preference for alternative brands, while consumers’ attitudes showed a moderate positive correlation. Ordered Probit Regression further confirmed that consumers’ willingness to boycott and consumers’ personal values significantly influence consumer preference for alternative brands. However, consumers’ attitudes had a weaker yet positive relationship. The findings conclude that consumers with strong personal and ethical values and who are more willing to boycott are more likely to shift preferences towards alternative brands. This highlights the importance of ethical branding strategies in addressing consumer expectations during boycott movements.