Environment and Social Psychology

The Boycott Dilemma: Analysing Indonesian Consumers' Perceptions towards Russian Products

Usep Suhud

Faculty of Economics and Business, Universitas Negeri Jakarta, Jakarta, Indonesia

Mamoon Allan

Faculty of Archaeology and Tourism, University of Jordan, Amman, Jordan

Wong Chee Hoo

Faculty of Business and Communications, INTI International University, Nilai, Malaysia

Ye Jia

Faculty of Liberal Arts, Shinawatra University, Thailand.

Penny Rahmawaty

Faculty of Economics and Business, Universitas Negeri Yogyakarta, Yogyakarta, Indonesia

Bayu Bagas Hapsoro

Faculty of Economics and Business, Universitas Negeri Semarang, Semarang, Indonesia

Manoch Prompanyo

Faculty of Management, Shinawatra University, Thailand

DOI: https://doi.org/10.59429/esp.v9i10.2851

Keywords: Ukraine vs Russia, consumer behaviour, sustainable marketing, consumer animosity, consumer boycott

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Abstract

The continuing geopolitical dispute between Ukraine and Russia has far-reaching ramifications that impact consumer behaviour on a planetary scale. This study will analyse the determinants that impact Indonesian consumers' intentions to boycott Russian products. An online survey was conducted in April 2022 to collect data, with a sample of 216 respondents selected using convenient sampling procedures. An exploratory factor analysis, confirmatory factor analysis, and structural equation modelling were employed to analyse the data. The results indicate that consumers' anger significantly impacts boycott attitudes, product judgment, and consumer punishment. However, the attitude of boycotting does not substantially affect the desire to boycott, which goes against what was predictable. In addition, although consumer punishment has a considerable effect on boycott intention, the influence of product judgment is not crucial. These findings contribute to the current body of knowledge in international marketing research, particularly on consumer boycotts.

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