CONSUMER PURCHASE DECISION IN THE CROSS-RELIGIOUS CONTEXT: EMPIRICAL EVIDENCE FROM PAKISTAN

Abstract

International businesses have frequently been harmed by unanticipated boycott movements in overseas marketplaces as a result of customer animosity towards a nation. The determination of this study is to empirically analyse the relationship between consumer boycotts with consumer affinity and consumer animosity (concerning Israeli products). We utilised data from 253, in order to test the predictors, mediation and moderated mediation hypothesis. The primary goal is to figure out why customers choose to engage in boycotts. Thus, in the context of boycott efforts, the contrasting role of consumer affinity in reducing the effects of consumer animosity is pointed out by providing innovative management implications. There were 300 persons in the sample size of which 253 were selected after data screening. The sample was chosen using the convenience sampling approach. Study participants are residents of Pakistan. This study seeks to help businesses and scholars, identify the reasons behind boycott intentions for religious responsible decision-making processes, as well as to increase their engagement in the lives of others. The findings indicate that boycott intention has a positive direct effect of animosity on Boycott Intention. The other findings indicate that boycott intention has a negative direct effect of affinity on Intention. In the case of mitigated mediation effect of religious commitment in the case of Israeli brands. Consumer boycotts are potential for any firm nowadays