BOYCOTT TENDENCY VS ETHNOCENTRISM TENDENCY: COMPARISON OF BOTH IN TERMS OF RELIGIOUS IMPORTANCE VALUE

This study examines ethnocentrism and boycott tendencies among Muslim consumers, focusing on how the level of religious importance shapes these behaviors. Using a quantitative approach with a non-random sampling method, a survey was conducted with 347 respondents. Collected data cleaned with filtration such as religion and total 294 responses left to use in the analysis. The results reveal that both ethnocentric and boycott tendencies increase as the importance of religion grows. Notably, while both tendencies are stronger at higher levels of religiosity, boycott tendencies are significantly higher than ethnocentrism tendencies. However, while boycotts are not permanent, ethnocentrism is, and from this perspective the research offers important marketing implications: marketers should develop strategies by emphasizing corporate social responsibility, transparency, and moral foundations which are compatible with the moral and ethical values of religious consumers and try to transform boycott behavior toward foreign products into ethnocentrism toward intentionally using domestic products.