Extending the theory of planned behaviour in Islamic consumer boycotts: the mediating role of religious animosity, emotions and boycott-specific self-efficacy

Purpose This study aims to investigate how psychological, emotional and economic factors influence Muslim consumers’ boycott intentions in Indonesia, particularly in response to the amplification of pro-Palestinian solidarity campaigns through social media. Design/methodology/approach A cross-sectional survey of 1,027 Indonesian Muslim respondents was analysed using partial least squares structural equation modelling. The model integrates the theory of planned behaviour (TPB), emotional responses (anger and empathy), religious animosity, boycott-specific self-efficacy, brand loyalty and perceived domestic economic effects. Findings The results reveal that social media exposure strongly predicts religious animosity, anger and empathy, which, in turn, influence attitudes and self-efficacy. Boycott-specific self-efficacy emerged as a significant mediator of both emotional and attitudinal paths towards intentions. While subjective norms and perceived behavioural control reinforced intention formation, brand loyalty showed no significant buffering effect. However, perceived domestic economic effects negatively moderated the intention to boycott, indicating a pragmatic tension between religious morality and national economic concerns. Practical implications Policymakers and brands should understand the emotional and ethical sensitivities of Muslim consumers. Strategic communication, economic localisation and community trust building are essential for mitigating reputational risks in Islamic markets. Originality/value This study introduces boycott-specific self-efficacy into Islamic marketing literature and presents a comprehensive framework combining TPB with affective and contextual influences on boycott behaviour.