The Role of Digital Religiosity and Consumer Awareness in Ethical Purchasing: A Study on the Global Boycott Movement Against Politically Affiliated Brands

Authors

  • Zulkifli Institut Agama Islam Negeri Bone
  • Juhasdi Susono Universitas Islam Negeri Alauddin Makassar
  • Desy Rahmawati Anwar Sekolah Tinggi Ilmu Ekonomi Pelita Buana
  • Akram Ista Sekolah Tinggi Ilmu Ekonomi Pelita Buana
  • Mohd Aderi Che Noh Universiti Sains Islam Malaysia

Keywords:

digital religiosity, consumer awareness, ethical consumption, boycott movement

Abstract

This study aims to examine the influence of religiosity, social media engagement, and product knowledge on consumer participation in boycotts against products affiliated with Israel. Using a quantitative approach and Structural Equation Modeling-Partial Least Squares (SEM-PLS) for data analysis, the research surveyed Muslim consumers to assess how religious values, digital exposure, and awareness drive ethical consumption decisions. The findings demonstrate that religiosity, social media, and product knowledge each have a positive and statistically significant impact on boycott behavior. These results highlight the growing role of faith-driven economic actions, especially in an era where social media amplifies collective consciousness and mobilization across borders. The implications of this study extend beyond consumer behavior, reflecting a broader trend in the global Islamic economy, where purchasing choices are increasingly guided by ethical, spiritual, and political considerations. This behavior fosters a sense of economic solidarity among Muslim communities and reinforces the importance of aligning market actions with Islamic values. For businesses and policymakers, the findings emphasize the need to understand and respond to the ethical expectations of Muslim consumers. Furthermore, the research encourages consumers to critically evaluate information on social media before making economic decisions, promoting informed activism and reinforcing accountability in global supply chains.

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Author Biographies

Zulkifli, Institut Agama Islam Negeri Bone

Faculty of Islamic Economics and Business, Institut Agama Islam Negeri Bone, Indonesia

Juhasdi Susono, Universitas Islam Negeri Alauddin Makassar

Faculty of Islamic Economics and Business, Universitas Islam Negeri Alauddin Makassar, Indonesia

Desy Rahmawati Anwar, Sekolah Tinggi Ilmu Ekonomi Pelita Buana

Department of Management, Sekolah Tinggi Ilmu Ekonomi Pelita Buana, Indonesia

Akram Ista, Sekolah Tinggi Ilmu Ekonomi Pelita Buana

Department of Accounting, Sekolah Tinggi Ilmu Ekonomi Pelita Buana, Indonesia

Mohd Aderi Che Noh, Universiti Sains Islam Malaysia

Faculty of Social Science, Universiti Sains Islam Malaysia, Malaysia

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Published

2025-05-05

How to Cite

Zulkifli, Juhasdi Susono, Desy Rahmawati Anwar, Akram Ista, and Mohd Aderi Che Noh. “The Role of Digital Religiosity and Consumer Awareness in Ethical Purchasing: A Study on the Global Boycott Movement Against Politically Affiliated Brands”. IQTISHODUNA: Jurnal Ekonomi Islam (May 5, 2025). Accessed October 12, 2025. https://ejournal.iaisyarifuddin.ac.id/index.php/iqtishoduna/article/view/3503.