Malang — A 2026 study by Marsudi and Rahmad Wijaya from Universitas Muhammadiyah Malang reveals that boycott intention significantly influences consumer purchasing decisions, particularly in the fast food sector. However, religiosity does not always strengthen this relationship. The study was published in the East Asian Journal of Multidisciplinary Research.
This finding is highly relevant amid the growing global boycott movements, especially those linked to political and humanitarian issues. In Indonesia, such movements have gained momentum due to strong public solidarity with international conflicts, including the Palestinian issue.
The research highlights how modern consumers are increasingly influenced by social, political, and environmental values when making purchasing decisions. At the same time, the global fast food market continues to expand rapidly, projected to exceed USD 800 billion by 2026.
Using a mixed-method approach, the researchers collected data from fast food consumers in Malang and analyzed it using statistical modeling to examine relationships between boycott intention, religiosity, and purchasing decisions.
The results show that boycott intention has a significant effect on purchasing decisions. Consumers who intend to boycott tend to make more decisive choices, either avoiding or selecting specific products.
Interestingly, religiosity was found not to moderate the relationship between boycott intention and purchasing decisions. This suggests that even highly religious individuals may not consistently base their consumption decisions on boycott motivations.
The researchers explain that this may be due to the dominance of younger consumers in the sample, who tend to be more flexible and influenced by trends, pricing, and brand popularity, especially through social media.
In the fast food industry, factors such as taste, price, and brand image remain dominant in shaping purchasing decisions. These practical considerations often outweigh religious factors.
The study also finds that boycott movements can negatively impact brand image and consumer loyalty, particularly for international brands. Social media plays a crucial role in spreading information and shaping public perception.
Marsudi emphasizes that companies must go beyond religious messaging and consider emotional, social, and behavioral factors in their marketing strategies.
The findings suggest that businesses should respond proactively to social issues, maintain transparent communication, and enhance consumer education. Governments, meanwhile, should strengthen consumer protection policies, especially against misleading marketing practices.
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