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

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.