Figure Ilustration AI FORMOSA NEWS - Jakarta - A new study published in the Formosa Journal of Applied Sciences reveals that ethical news coverage, peer expectations, and personal principles are reshaping consumer behavior in Southeast Asia's largest market. Conducted by researchers Namira Shofa and Ali Hanafiah from Universitas Mercu Buana, the empirical research investigated how digital-native Generation Z Muslims in DKI Jakarta form intentions to boycott multinational brands, focusing specifically on Unilever. The findings, published in May 2026, demonstrate that modern purchasing decisions are deeply tied to socio-political solidarity, fundamentally altering traditional corporate risk management.
The Shift in Consumer Priorities
In classical economic theory, consumers are assumed to make rational purchasing decisions based primarily on price, quality, and convenience. However, global consumer behavior has undergone a major shift driven by social, political, and ethical dynamics. Today's buyers increasingly weigh the perceived ethical values of a manufacturer against their own personal belief systems. This phenomenon is evident in the widespread boycott campaigns targeting multinational corporations linked to sensitive geopolitical issues, such as the Israel-Palestine conflict. In Indonesia, where the Royal Islamic Strategy Research Center estimates the Muslim population at approximately 237.56 million individuals, these movements carry immense economic weight. Following the Indonesian Ulema Council (MUI) Fatwa Number 83 of 2023, which declared purchasing products from organizations supporting Israeli occupation as prohibited (haram), grassroots movements accelerated across digital platforms. The economic fallout has been substantial. Unilever Indonesia reported a net sales drop to Rp38.6 trillion in 2023, with its market share sliding from 38.5% in late 2023 to 34.9% by the third quarter of 2024. Long-standing household favorites like Royco, Pepsodent, Glow & Lovely, and Sunlight have faced stiff competition as consumers migrate toward affordable local alternatives perceived as free from geopolitical controversy.
Measuring the Digital Boycott Movement
To understand the underlying drivers of this consumer rebellion, the researchers utilized the Theory of Planned Behavior (TPB), an established social psychology framework that predicts human actions through behavioral attitudes, subjective norms, and perceived control. The investigation utilized a quantitative research design to isolate specific behavioral triggers:
The statistical analysis revealed that all three evaluated variables social pressure, personal attitude toward boycotting, and the moral intensity of media framing exerted a positive and statistically significant impact on the intention to boycott Unilever products. Together, these elements explained 69.1% of the variation in consumer boycott intentions.
Key Results Breakdown
The real-world implications of the study indicate that non-economic factors can disrupt corporate stability faster than traditional market competition. For multinational corporations operating in highly connected communities, maintaining neutral political stances or relying strictly on product superiority is no longer a guaranteed safeguard against revenue losses. To mitigate these risks, businesses must build transparent communication channels, invest in local community welfare, and actively project corporate social values that align with host populations. Ignoring localized ethical sensitivities can lead to swift, consumer-led financial consequences.
Author Profiles
Namira Shofa, B.Econ. is a researcher affiliated with the Faculty of Economics and Business at Universitas Mercu Buana, specializing in consumer behavior, digital marketing dynamics, and Islamic economic principles.
Ali Hanafiah, PhD is a senior lecturer and academic researcher at Universitas Mercu Buana, with expertise in strategic human resource management, sustainable business practices, and consumer psychology.
Source
The Shift in Consumer Priorities
In classical economic theory, consumers are assumed to make rational purchasing decisions based primarily on price, quality, and convenience. However, global consumer behavior has undergone a major shift driven by social, political, and ethical dynamics. Today's buyers increasingly weigh the perceived ethical values of a manufacturer against their own personal belief systems. This phenomenon is evident in the widespread boycott campaigns targeting multinational corporations linked to sensitive geopolitical issues, such as the Israel-Palestine conflict. In Indonesia, where the Royal Islamic Strategy Research Center estimates the Muslim population at approximately 237.56 million individuals, these movements carry immense economic weight. Following the Indonesian Ulema Council (MUI) Fatwa Number 83 of 2023, which declared purchasing products from organizations supporting Israeli occupation as prohibited (haram), grassroots movements accelerated across digital platforms. The economic fallout has been substantial. Unilever Indonesia reported a net sales drop to Rp38.6 trillion in 2023, with its market share sliding from 38.5% in late 2023 to 34.9% by the third quarter of 2024. Long-standing household favorites like Royco, Pepsodent, Glow & Lovely, and Sunlight have faced stiff competition as consumers migrate toward affordable local alternatives perceived as free from geopolitical controversy.
Measuring the Digital Boycott Movement
To understand the underlying drivers of this consumer rebellion, the researchers utilized the Theory of Planned Behavior (TPB), an established social psychology framework that predicts human actions through behavioral attitudes, subjective norms, and perceived control. The investigation utilized a quantitative research design to isolate specific behavioral triggers:
- Data Collection: Online surveys using structured questionnaires were distributed via social media platforms between April 2025 and January 2026.
- Demographics: The study focused on 150 Generation Z Muslim respondents living in DKI Jakarta, aged 17 to 29, a demographic recognized as the most digitally active consumer segment. The final sample skewed 75.3% female, with 74% of participants falling into the 20–23 age bracket, and 60% identifying as university students.
- Statistical Modeling: The researchers processed the data using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0 software to trace direct causal relationships between variables.
The statistical analysis revealed that all three evaluated variables social pressure, personal attitude toward boycotting, and the moral intensity of media framing exerted a positive and statistically significant impact on the intention to boycott Unilever products. Together, these elements explained 69.1% of the variation in consumer boycott intentions.
Key Results Breakdown
- Moral Intensity News Framing: This factor emerged as the most powerful determinant of consumer action, accounting for a large effect size ($f^2 = 0.458$). When news outlets emphasize human rights, systemic injustice, and victim suffering, it directly triggers emotional responses that alter individual moral standards and drive consumer pushback.
- Attitude Toward Boycotting: Personal belief in the efficacy of a boycott showed a moderate-to-strong effect ($f^2 = 0.220$). Consumers who view boycotts as effective tools for social and moral change exhibit a much higher willingness to participate.
- Social Pressure: Peer expectations and group conformity displayed a smaller but significant effect ($f^2 = 0.128$). The belief that close social circles expect compliance creates a strong normalization effect across communities.
The real-world implications of the study indicate that non-economic factors can disrupt corporate stability faster than traditional market competition. For multinational corporations operating in highly connected communities, maintaining neutral political stances or relying strictly on product superiority is no longer a guaranteed safeguard against revenue losses. To mitigate these risks, businesses must build transparent communication channels, invest in local community welfare, and actively project corporate social values that align with host populations. Ignoring localized ethical sensitivities can lead to swift, consumer-led financial consequences.
Author Profiles
Namira Shofa, B.Econ. is a researcher affiliated with the Faculty of Economics and Business at Universitas Mercu Buana, specializing in consumer behavior, digital marketing dynamics, and Islamic economic principles.
Ali Hanafiah, PhD is a senior lecturer and academic researcher at Universitas Mercu Buana, with expertise in strategic human resource management, sustainable business practices, and consumer psychology.
Source
Namira Shofa, Ali Hanafiah. The Role of Social Pressure, Attitude Toward Boycott, and Moral Intensity in News Framing against Unilever's Boycott Intention on Generation Z Muslims in DKI Jakarta. Formosa Journal of Applied Sciences (FJAS), Vol. 5, No. 5, Tahun 2026. Hal: 1331-1348
DOI:https://doi.org/10.55927/fjas.v5i5.56
URL: https://journalfjas.my.id/index.php/fjas
DOI:
URL: https://journalfjas.my.id/index.php/fjas
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