The Impact of Consumer Animosity on Purchase Intentions: a Moderated Mediation Model from Turkey (During the Ongoing Palestine-Israel Conflict)

Abstract

Purpose – This study investigates the effect of consumer animosity on purchase intentions for Israeli-affiliated products in the context of the ongoing Israeli-Palestinian conflict, drawing on a sample from Turkey. It further examines the mediating role of boycott motivation and the moderating role of ethical and moral considerations in this relationship.

Design/Methodology/Approach – Data was collected from 317 participants. The proposed research model was tested using the PROCESS Macro for SPSS developed by Andrew F. Hayes (2013), applying Models 4 and 7 to examine the mediation and moderated mediation effects.

Findings and implications – The results indicate that boycott motivation significantly mediates the relationship between consumer animosity and purchase intention. Furthermore, ethical and moral considerations moderate the effect of consumer animosity on boycott motivation. These findings underscore the critical role of moral considerations and emotional responses in shaping consumer behavior in the context of international conflicts.

Limitations – One limitation of this study is that it was conducted within a specific time frame and focused exclusively on the boycott of Israeli-linked products in Turkey.

Originality – This study contributes to the literature by examining the underlying motivations driving consumer boycotts of Israeli-related products in the context of the Israeli-Palestinian conflict. Its originality lies in its focus on a developing country, Turkey, characterized by a predominantly Muslim consumer base, thereby offering context-specific insights into the role of socio-cultural and religious dynamics in shaping boycott behavior.