Consumer Behavior and Preferences Shift: The Impact of Boycotting Imported Brands on Local Product Demand
DOI:
https://doi.org/10.61506/01.00354Keywords:
Customer Sentiments, Perceived Quality, Social Norms, Advertising, Imported Products, Local Products Demand, BoycottAbstract
This study investigates the impact of boycotting imported brands on local product demand, focusing on how customer sentiments (CS), perceived quality (PQ), social norms (SN), and advertising (AD) influence attitudes towards imported products (ATIP) and subsequently local product demand (LPD). Using a cross-sectional design and convenience sampling, data were collected via an online survey of social media users aged 18 and above. Structural Equation Modeling (SEM) using Smart PLS was employed to analyze the data. The results show that negative customer sentiments and strong social norms significantly reduce ATIP while increasing LPD. Advertising also negatively impacts ATIP and positively affects LPD. Perceived quality directly boosts LPD without significantly affecting ATIP. Mediation analysis reveals that ATIP mediates the relationships between CS, SN, AD, and LPD but not between PQ and LPD. The study's findings highlight the critical roles of sentiments, social norms, and advertising in shifting consumer preferences towards local products. Limitations include the use of convenience sampling, the cross-sectional nature of the study, and reliance on self-reported data, which may introduce biases. Future research should employ random sampling, longitudinal designs, and consider additional influencing factors like cultural and economic variables. Expanding the geographic and cultural scope of studies and utilizing diverse analytical techniques will provide a more comprehensive understanding of consumer behavior in the context of boycotting imported brands. These insights can guide policymakers and marketers in developing strategies to promote local products and sustain shifts in consumer preferences.
References
Alantari, H. J., Currim, I. S., Deng, Y., & Singh, S. (2022). An empirical comparison of machine learning methods for text-based sentiment analysis of online consumer reviews. International Journal of Research in Marketing, 39(1), 1-19. DOI: https://doi.org/10.1016/j.ijresmar.2021.10.011
Ali, A., Sherwani, M., Ali, A., Ali, Z., & Sherwani, M. (2021). Investigating the antecedents of halal brand product purchase intention: an empirical investigation. Journal of Islamic Marketing, 12(7), 1339-1362. DOI: https://doi.org/10.1108/JIMA-03-2019-0063
Ali, B. J. (2020). Impact of COVID-19 on consumer buying behavior toward online shopping in Iraq. Ali, BJ (2020). Impact of COVID-19 on consumer buying behavior toward online shopping in Iraq. Economic Studies Journal, 18(42), 267-280.
Ali, B. J. (2021). Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq. Journal of Consumer Affairs, 55(2), 504-523. DOI: https://doi.org/10.1111/joca.12350
Ali, A.A., Mahmood, K., Javaid, Z.K., & Athar, M. (2024). Conflict Resolution, Psychological Well-Being and Marital Satisfaction among Spouses of Working People. Pakistan Journal of Law, Analysis and Wisdom, 3(2), 183–191.
Barska, A., & Wojciechowska-Solis, J. (2020). E-consumers and local food products: A perspective for developing online shopping for local goods in Poland. Sustainability, 12(12), 4958. DOI: https://doi.org/10.3390/su12124958
Birhane, A. (2020). Algorithmic colonization of Africa. SCRIPTed, 17, 389. DOI: https://doi.org/10.2966/scrip.170220.389
Bröckerhoff, A., & Qassoum, M. (2021). Consumer boycott amid conflict: The situated agency of political consumers in the occupied Palestinian territory. Journal of Consumer Culture, 21(4), 892-912. DOI: https://doi.org/10.1177/1469540519882483
Brune, S., Knollenberg, W., Stevenson, K. T., Barbieri, C., & Schroeder-Moreno, M. (2021). The influence of agritourism experiences on consumer behavior toward local food. Journal of Travel Research, 60(6), 1318-1332. DOI: https://doi.org/10.1177/0047287520938869
Buheji, M., & Ahmed, D. (2023). Keeping the Boycott Momentum-from ‘WAR on GAZA’Till ‘Free-Palestine’. International Journal of Management (IJM), 14(7), 205-229.
Buheji, M., & Hamza, J. (2024). Branding Resilience: Shaping Gaza’s Global Identity through Narrative, Solidarity, and Advocacy. International Journal of Advanced and Multidisciplinary Social Science, 9(1), 1-10.
Bukhari, F., Hussain, S., Ahmed, R. R., Streimikiene, D., Soomro, R. H., & Channar, Z. A. (2020). Motives and role of religiosity towards consumer purchase behavior in western imported food products. Sustainability, 12(1), 356. DOI: https://doi.org/10.3390/su12010356
Bukhari, S. F. H., Woodside, F. M., Hassan, R., Ali, O. M. S. H., Hussain, S., & Waqas, R. (2021). Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior: A study in the context of Western imported food. Journal of Islamic Marketing, 12(1), 70-94. DOI: https://doi.org/10.1108/JIMA-01-2018-0004
Bukhari, S., Fatima, N., Jameel, S., & Rashid, M. (2024). Power, Conflict, and Resistance: A Critical Discourse Analysis of Pakistani Diplomatic Cypher (March 07, 2022), Harf-o Sukhan, 8, 493-506.
Butt, A. R., Kashif, E., ul Huda, N., Rasool, H., & Husnain, M. (2023). Ink and Insights: The Portrayal of Palestine Genocide in Pakistani and Indian Newspaper. Journal of Arts and Linguistics Studies, 1(4), 1121-1138.
Butu, A., Brumă, I. S., Tanasă, L., Rodino, S., Dinu Vasiliu, C., Doboș, S., & Butu, M. (2020). The impact of COVID-19 crisis upon the consumer buying behavior of fresh vegetables directly from local producers. Case study: The quarantined area of Suceava County, Romania. International journal of environmental research and public health, 17(15), 5485. DOI: https://doi.org/10.3390/ijerph17155485
Cappelli, A., & Cini, E. (2020). Will the COVID-19 pandemic make us reconsider the relevance of short food supply chains and local productions?. Trends in food science & technology, 99, 566. DOI: https://doi.org/10.1016/j.tifs.2020.03.041
Chen, Q., Huang, R., & Hou, B. (2020). Perceived authenticity of traditional branded restaurants (China): impacts on perceived quality, perceived value, and behavioural intentions. Current Issues in Tourism, 23(23), 2950-2971. DOI: https://doi.org/10.1080/13683500.2020.1776687
Dong, Y., Jin, Y., & Anwar Kamal, K. (2023). The Impact of Perceived Quality of Government Subsidies on Residents’ Travel Intention Post-COVID-19 in Wuhan, China. Sustainability, 15(14), 10812. DOI: https://doi.org/10.3390/su151410812
Dorce, L. C., da Silva, M. C., Mauad, J. R. C., de Faria Domingues, C. H., & Borges, J. A. R. (2021). Extending the theory of planned behavior to understand consumer purchase behavior for organic vegetables in Brazil: The role of perceived health benefits, perceived sustainability benefits and perceived price. Food Quality and Preference, 91, 104191. DOI: https://doi.org/10.1016/j.foodqual.2021.104191
Enthoven, L., & Van den Broeck, G. (2021). Local food systems: Reviewing two decades of research. Agricultural systems, 193, 103226. DOI: https://doi.org/10.1016/j.agsy.2021.103226
Fatima, H., Javaid, Z. K., Arshad, Z., Ashraf, M., & Batool, H. (2024). A Systematic Review on the Impact of Remote Work on Employee Engagement. Bulletin of Business and Economics (BBE), 13(2), 117-126. DOI: https://doi.org/10.61506/01.00306
Fatima, N., Jameel, S., & Mohani, S. (2024). Politics Of Channels and Geography in Diplomatic Discourse: A Study Of Pakistani Diplomatic Cypher Under Reception Theory, Migration Letters Volume: 21, 58-66.
Gundala, R. R., & Singh, A. (2021). What motivates consumers to buy organic foods? Results of an empirical study in the United States. Plos one, 16(9), e0257288. DOI: https://doi.org/10.1371/journal.pone.0257288
Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: A review of theories, concepts, and latest research. Sustainable Consumer Behaviour and the Environment, 1-22. DOI: https://doi.org/10.4324/9781003256274-1
Hasan, M., & Sohail, M. S. (2021). The influence of social media marketing on consumers’ purchase decision: investigating the effects of local and nonlocal brands. Journal of International Consumer Marketing, 33(3), 350-367. DOI: https://doi.org/10.1080/08961530.2020.1795043
Hasan, Z., Naeem, M., Ahmed, S., & Zeerak, S. (2022). Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention. Market Forces, 17(1), 163-184. DOI: https://doi.org/10.51153/mf.v17i1.538
Hino, H., & Nebenzahl, I. D. (2021). Applying information integration theory to the study of boycott–spillover to linked regions. Quality & Quantity, 55(5), 1889-1915. DOI: https://doi.org/10.1007/s11135-020-01093-4
Jabeen, R., Mehmood, S., Ahmed, M., Ghani, T., Javaid, Z. K., & Popp, J. (2024). The Role of Green HRM on Environmental Performance: Mediating Role of Green Ambidexterity and Green Behavior and Moderating Role of Responsible Leadership. Journal of Chinese Human Resources Management, 15(2), 70-90. DOI: https://doi.org/10.47297/wspchrmWSP2040-800504.20241502
Javaid, Z. K., Khan, K., & Anjum, A. R. (2023a). Antecedents of Employee Wellbeing: Review of Organizations in Pakistan. ESIC Market, 54(3), e313-e313. DOI: https://doi.org/10.7200/esicm.54.313
Javaid, Z. K., Mahmood, K., & Ali, A. A. (2023b). Mediating Role of Mindfulness between Quality of Life and Workplace Stress among Working Women. Journal of Workplace Behavior, 4(1), 68-80.
Kim, C., Yan, X., & Park, S. (2023). Do consumer boycotts really matter with global companies? The moderating effect of gender differences. International Journal of Emerging Markets, 18(12), 5707-5726. DOI: https://doi.org/10.1108/IJOEM-03-2021-0312
Ko, J., & Kim, S. M. (2023). ‘No Japan’: explaining motivations behind nationalist boycotts in South Korea. International Relations of the Asia-Pacific, 23(3), 417-450. DOI: https://doi.org/10.1093/irap/lcac010
Kotler, P. (2017). Philip Kotler: some of my adventures in marketing. Journal of Historical Research in Marketing, 9(2), 203-208. DOI: https://doi.org/10.1108/JHRM-11-2016-0027
Kumar, S., Murphy, M., Talwar, S., Kaur, P., & Dhir, A. (2021). What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups. Journal of Retailing and Consumer Services, 60, 102444.
Kumar, S., Murphy, M., Talwar, S., Kaur, P., & Dhir, A. (2021). What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups. Journal of Retailing and Consumer Services, 60, 102444. DOI: https://doi.org/10.1016/j.jretconser.2021.102444
Lombart, C., Millan, E., Normand, J. M., Verhulst, A., Labbé-Pinlon, B., & Moreau, G. (2020). Effects of physical, non-immersive virtual, and immersive virtual store environments on consumers' perceptions and purchase behavior. Computers in Human Behavior, 110, 106374. DOI: https://doi.org/10.1016/j.chb.2020.106374
Loxton, M., Truskett, R., Scarf, B., Sindone, L., Baldry, G., & Zhao, Y. (2020). Consumer behaviour during crises: Preliminary research on how coronavirus has manifested consumer panic buying, herd mentality, changing discretionary spending and the role of the media in influencing behaviour. Journal of risk and financial management, 13(8), 166. DOI: https://doi.org/10.3390/jrfm13080166
McEvoy, K., & Bryson, A. (2022). Boycott, resistance and the law: cause lawyering in conflict and authoritarianism. The Modern Law Review, 85(1), 69-104. DOI: https://doi.org/10.1111/1468-2230.12671
Mirza, F., Ashraf, S., & Jahangir, H. B. (2020). The impact of religiously motivated consumer boycotts on product judgment, brand image and loyalty. International Journal of Academic Research in Business and Social Sciences, 10(11), 384-402. DOI: https://doi.org/10.6007/IJARBSS/v10-i11/7902
Monterrosa, E. C., Frongillo, E. A., Drewnowski, A., de Pee, S., & Vandevijvere, S. (2020). Sociocultural influences on food choices and implications for sustainable healthy diets. Food and Nutrition Bulletin, 41(2_suppl), 59S-73S. DOI: https://doi.org/10.1177/0379572120975874
Nosi, C., Zollo, L., Rialti, R., & Ciappei, C. (2020). Sustainable consumption in organic food buying behavior: the case of quinoa. British Food Journal, 122(3), 976-994. DOI: https://doi.org/10.1108/BFJ-09-2019-0745
Nurse Rainbolt, G., Onozaka, Y., & McFadden, D. T. (2012). Consumer motivations and buying behavior: The case of the local food system movement. Journal of Food Products Marketing, 18(5), 385-396. DOI: https://doi.org/10.1080/10454446.2012.685031
Palau-Saumell, R., Matute, J., Derqui, B., & Meyer, J. H. (2021). The impact of the perceived risk of COVID-19 on consumers' attitude and behavior toward locally produced food. British Food Journal, 123(13), 281-301. DOI: https://doi.org/10.1108/BFJ-04-2021-0380
Phoek, I. C. A., Tjilen, A. P., & Cahyono, E. (2021). Analysis of ecotourism, culture and local community empowerment: Case study of Wasur National Park-Indonesia. Macro Management & Public Policies, 3(2), 7-13. DOI: https://doi.org/10.30564/mmpp.v3i2.3414
Purwanto, A. (2021). Education management research data analysis: comparison of results between Lisrel, Tetrad, GSCA, Amos, SmartPLS, WarpPLS, and SPSS for small samples. Nidhomul Haq: Jurnal Manajemen Pendidikan Islam, 6(2). DOI: https://doi.org/10.31538/ndh.v6i2.1575
Roy, H. (2024). Connecting farmers’ markets to foodservice businesses: A qualitative exploration of restaurants’ perceived benefits and challenges of purchasing food locally. International Journal of Hospitality & Tourism Administration, 25(3), 602-637. DOI: https://doi.org/10.1080/15256480.2022.2142994
Sander, T., & Teh, P. L. (2014). SmartPLS for the human resources field to evaluate a model.
Saputra, S. (2022). The Influence Of Brand Awareness, Brand Image, Perceived Quality And Brand Loyalty On Brand Equity In Banking Sector. Journal Of Business Studies And Mangement Review, 5(2), 319-326. DOI: https://doi.org/10.22437/jbsmr.v5i2.17576
Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 45(6), 1217-1238. DOI: https://doi.org/10.1111/ijcs.12722
Shavitt, S., & Barnes, A. J. (2020). Culture and the consumer journey. Journal of retailing, 96(1), 40-54. DOI: https://doi.org/10.1016/j.jretai.2019.11.009
Singh, A., Shukla, R., Manoharan, G., & Uvaneshwari, M. (2022, May). Sentiment analysis of Indian consumers towards Chinese products amid the boycott. In AIP Conference Proceedings (Vol. 2418, No. 1). AIP Publishing. DOI: https://doi.org/10.1063/5.0082290
Slack, N., Singh, G., & Sharma, S. (2020). Impact of perceived value on the satisfaction of supermarket customers: developing country perspective. International Journal of Retail & Distribution Management, 48(11), 1235-1254. DOI: https://doi.org/10.1108/IJRDM-03-2019-0099
Spilková, J., & Fialová, D. (2023). Culinary tourism packages and regional brands in Czechia. In Tourism in Post-Communist States (pp. 207-226). Routledge. DOI: https://doi.org/10.4324/9781003362418-14
Suhud, U., & Allan, M. (2021). The impact of animosity, brand image, consumer boycott, and product judgment on made-in-China covid-19 vaccination intention. Health Marketing Quarterly, 38(2-3), 150-167. DOI: https://doi.org/10.1080/07359683.2021.1987010
Sun, Q., Wu, F., Li, S., & Grewal, R. (2021). Consumer boycotts, country of origin, and product competition: Evidence from China’s automobile market. Management Science, 67(9), 5857-5877. DOI: https://doi.org/10.1287/mnsc.2020.3778
Susanti, L., Najmudin, N., & Sudarto, S. (2024). The Prominent Of Local Products Following Boycott Calls. International Journal of Business and Quality Research, 2(03), 191-207.
Szegedyné Fricz, Á., Ittzés, A., Ózsvári, L., Szakos, D., & Kasza, G. (2020). Consumer perception of local food products in Hungary. British Food Journal, 122(9), 2965-2979. DOI: https://doi.org/10.1108/BFJ-07-2019-0528
Tachkova, E. R., & Coombs, W. T. (2024). When things get personal: Understanding revenge by proxy as a function of consumer nationalism. Public Relations Review, 102412. DOI: https://doi.org/10.1016/j.pubrev.2023.102412
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Why do people buy organic food? The moderating role of environmental concerns and trust. Journal of Retailing and Consumer Services, 57, 102247. DOI: https://doi.org/10.1016/j.jretconser.2020.102247
Verma, P. (2022). Animosity leads to boycott and subsequent reluctance to buy: evidence from Sino Indian disputes. Review of International Business and Strategy, 32(3), 368-386. DOI: https://doi.org/10.1108/RIBS-07-2020-0075
Vizano, N. A., Khamaludin, K., & Fahlevi, M. (2021). The effect of halal awareness on purchase intention of halal food: A case study in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 441-453.
Vuong, B. N., & Khanh Giao, H. N. (2020). The impact of perceived brand globalness on consumers’ purchase intention and the moderating role of consumer ethnocentrism: An evidence from Vietnam. Journal of International Consumer Marketing, 32(1), 47-68. DOI: https://doi.org/10.1080/08961530.2019.1619115
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: a moderated mediation model of perceived food quality and price sensitivity. International journal of environmental research and public health, 17(3), 850. DOI: https://doi.org/10.3390/ijerph17030850
Wang, J., Tao, J., & Chu, M. (2020). Behind the label: Chinese consumers’ trust in food certification and the effect of perceived quality on purchase intention. Food Control, 108, 106825. DOI: https://doi.org/10.1016/j.foodcont.2019.106825
Xin, L., & Seo, S. (2020). The role of consumer ethnocentrism, country image, and subjective knowledge in predicting intention to purchase imported functional foods. British Food Journal, 122(2), 448-464. DOI: https://doi.org/10.1108/BFJ-05-2019-0326
Yan, B., Chen, X., Cai, C., & Guan, S. (2020). Supply chain coordination of fresh agricultural products based on consumer behavior. Computers & Operations Research, 123, 105038. DOI: https://doi.org/10.1016/j.cor.2020.105038
Yan, T., & Hyman, M. R. (2020). Nationalistic appeals and consumer boycotts in China, 1900-1949. Journal of Historical Research in Marketing, 12(4), 503-524. DOI: https://doi.org/10.1108/JHRM-08-2019-0030
Yang, S. H., Panjaitan, B. P., Ujiie, K., Wann, J. W., & Chen, D. (2021). Comparison of food values for consumers’ preferences on imported fruits and vegetables within Japan, Taiwan, and Indonesia. Food Quality and Preference, 87, 104042. DOI: https://doi.org/10.1016/j.foodqual.2020.104042
Yunus, A. M., Chik, W. M. Y. W., Abd Wahid, N., Daud, K. A., & Abd Hamid, M. N. (2020). The Concept of Boycott: A General Introduction. International Journal of Academic Research in Business and Social Sciences, 10(9), 962-971. DOI: https://doi.org/10.6007/IJARBSS/v10-i9/7889
Zia, A. (2020). “Their wounds are our wounds”: a case for affective solidarity between Palestine and Kashmir. Identities, 27(3), 357-375. DOI: https://doi.org/10.1080/1070289X.2020.1750199
