MARKETING BOYCOTT MODEL IN INDONESIA: A STUDY USING SOCIAL IDENTITY AND PLANNED BEHAVIOR THEORIES

Abstract

This study examines the role of self-identity expressiveness and social-identity expressiveness in marketing boycotts of products perceived to be affiliated with Israel in Indonesia. An extended model of the Theory of Planned Behavior (TPB), incorporating identity and social influences, is developed and tested. The study utilizes a sample of 571 individuals from Jakarta, Bogor, Depok, Tangerang, and Bekasi, selected through purposive sampling. Data analysis is conducted using structural equation modeling (SEM) with IBM SPSS AMOS software. The findings confirm that self-identity expressiveness and social-identity expressiveness significantly influence behavioral intentions. Additionally, the study explores the relationship between selfidentity expressiveness and attitudes, as well as between social-identity expressiveness and subjective norms. The results indicate that subjective norms alone are sufficient to capture the broader range of identity and social influences shaping boycott intentions. Theoretical and managerial implications are discussed, offering insights for marketing practitioners and scholars.