The Role of Digital Religiosity and Consumer Awareness in Ethical Purchasing: A Study on the Global Boycott Movement Against Politically Affiliated Brands
Keywords:
digital religiosity, consumer awareness, ethical consumption, boycott movementAbstract
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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