Purpose The purpose of this study is to examine the willingness to boycott among Malaysian consumers towards the surrogate products associated with Israel. The present study was based on the previous and an ongoing war and conflict in the Middle East. Design/methodology/approach Several...

Purpose This paper aims to examine non-Muslim consumers’ willingness and motivation to boycott American-based companies operating in Malaysia, where Islam is prominent. The underlying base used in this study is an on-going boycott spurred by the Palestinian/Israel conflict in the Middle East....