When authority stays mute, what drives the substitute? Investigating youth voluntary compliance with a Fatwa amid geopolitical tensions

Purpose This study investigates the factors driving Indonesian youth’s voluntary compliance with the Fatwa to boycott Israeli-affiliated products amid governmental ambivalence. Grounded in moral foundations theory, it examines the extent to which national solidarity, self-enhancement values, religious beliefs and boycott impact beliefs interact to shape faith-driven consumer activism. Design/methodology/approach This study employed a quantitative approach, analyzing data from 410 Millennial and Gen Z respondents using SmartPLS 4 to assess direct, mediating and moderating effects. Framed within the ongoing Israel boycott, it captures real-time responses, revealing the extent to which contextual factors influence voluntary adherence to non-binding religious directives. Findings Defying conventional assumptions, the study reveals that national solidarity alone does not drive compliance with the Fatwa. Self-enhancement emerges as a key mediator, transforming collective identity into action. Beliefs about the boycott’s impact further moderate this relationship – stronger convictions shift focus toward practical efficacy, while weaker beliefs amplify reliance on collective identity and moral obligation. Religious belief intensifies the influence of self-enhancement, underscoring its pivotal role in shaping voluntary compliance. Practical implications Policymakers, religious authorities and civic advocates can leverage these findings to design evidence-based campaigns that strengthen moral identity, integrate faith-based motivation with civic responsibility and enhance public confidence in the collective efficacy of ethical boycotts, particularly in contexts where moral authority substitutes for direct state intervention. Originality/value This study extends moral foundations theory to a non-Western, faith-driven context, illuminating how moral authority, care and fairness interact with religiosity, self-enhancement and perceived efficacy to shape voluntary compliance with a non-binding Fatwa. It offers fresh insight into faith-based collective action sustained by moral persuasion rather than legal enforcement.