Emotional drivers of Muslim consumer boycotts: the role of positive and negative emotions towards politically controversial brands

Purpose This study aims to examine how positive and negative emotions shape boycott intentions and behaviours among Muslim consumers towards brands perceived to adopt controversial political stances. It seeks to uncover the underlying psychological and theoretical mechanisms, drawing on the theory of planned behaviour (TPB), moral foundations theory and social identity theory, through which emotions, particularly positive emotions, influence value-driven consumer resistance. Design/methodology/approach A quantitative survey design was used, involving 333 Muslim respondents in Indonesia. This study tested a conceptual model comprising seven hypotheses using structural equation modelling to evaluate both direct and indirect emotional effects on boycott intention and boycott behaviour. Findings The results indicate that positive emotions have a significant and direct influence on both boycott intention and boycott behaviour, with intention serving as a partial mediator. Negative emotions significantly influence boycott intention, whereas their effect on behaviour is fully mediated by intention. These findings suggest that positive emotions, such as pride and moral satisfaction, can motivate resistance behaviour, particularly when aligned with personal or ideological values. Research limitations/implications This study is limited by its cross-sectional design and purposive sampling approach, which may constrain the generalisability of the findings. Despite these limitations, this study advances theory by empirically confirming the mediating role of boycott intention between emotional responses and boycott behaviour, thereby extending the TPB alongside moral and identity-based perspectives. Practical implications The findings provide practical guidance for brand managers operating in politically sensitive markets. Monitoring emotional cues within online discourse may assist in identifying emerging boycott intentions, while transparent and emotionally responsive communication strategies can mitigate reputational risks and reinforce consumer trust. Social implications This study contributes to a deeper understanding of emotionally driven collective consumption within morally salient contexts. By clarifying how emotions mobilise boycott behaviour, the findings support more culturally sensitive engagement between consumers, brands and institutions, particularly in societies where moral and religious values strongly shape consumption decisions. Originality/value This study challenges the prevailing assumption that consumer boycotts are primarily driven by negative emotions. It offers a theoretically grounded and contextualised account of how both positive and negative emotions influence consumer resistance, integrating behavioural, moral and identity-based perspectives. By highlighting the situational duality of positive emotions and articulating their theoretical foundations, the study extends consumer behaviour theory and contributes to the emotional foundations of value-driven marketing and consumer resistance.