The Role of Susceptibility to Interpersonal Influence and Religiosity on Consumer Willingness to Boycott among Malaysian Muslim Youth

In the current times, boycott is a major protest tool among consumer protest groups and its importance is likely to increase in the future. In this study, the role of susceptibility to interpersonal influence (SII) and religiosity on the willingness of consumers to boycott American fast-food chains among Malaysian Muslim youth is examined. Data was obtained from 402 samples, after which descriptive analysis and exploratory factor analysis and AMOS were utilized for data analysis. Based on the results, individuals SII and their religiosity antecede the willingness to boycott among Malaysian Muslim youth and this consequently results in their intention towards participating in the boycott. This study contributes to literature on consumer boycott, particularly when it comes to SII and religiosity roles. This finding can assist practitioners and non-government organizations to develop suitable strategies to use.