The Humanity Paradox: Unraveling the Power of Animosity in Leading Boycotts – Evidence from Egypt
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Menna Abdelshafy
Abstract
This study examined the impact of consumer animosity on brand attitudes and boycott intention within the Egyptian context. Building upon existing literature, it explores the complex nature of animosity, its antecedents, and its implications for consumer intention. A survey of 336 Egyptian consumers was conducted to investigate the mediating role of attitudes in the relationship between animosity and boycott intention, as well as the moderating roles of xenocentrism and materialism/post-materialism. The study employs non-probability sampling, specifically convenience sampling, and utilizes partial least squares structural equation modelling (PLS-SEM) using Smart-PLS version 4.0 for data analysis. The findings reveal a significant positive association between animosity and negative brand attitudes, which in turn positively influence boycott intention. Interestingly, xenocentrism was found to enhance boycott intention, while materialism and post-materialism did not significantly moderate the relationship, possibly reflecting the dominant role of socio-political factors in this context. These findings underscore the importance of understanding consumer animosity in the context of geopolitical tensions and economic conditions, providing valuable insights for marketers and policymakers to foster ethical and people-centred strategies that promote social well-being and mutual respect.
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Research ethics: This study was conducted following the research protocol approved by. Egypt—Japan University of Science and Technology on February 11, 2024, approval number (82). Separate ethical approval was not required as per the institution’s guidelines for survey-based research without sensitive personal information.
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Informed consent: Written informed consent to participate in this study was obtained from all participants before data collection. Participants were fully informed about the purpose of the study, their rights, and the voluntary nature of their participation. No names or identifiable personal data were collected, ensuring anonymity. Demographic data were gathered solely for analytical purposes, and individual identities will remain confidential. The study received approval from the Egypt-Japan University of Science and Technology based on the research proposal, which included detailed procedures for data collection.
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Conflict of interest: The authors declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.
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Research funding: The authors received no financial support for the research, authorship, and/or publication of this article.
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Consent for publication: This research does not contain any individual participant’s personally identifiable data, such as names or images. Therefore, consent for publication regarding identifiable data is not applicable.
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Data availability: The data used in this research are available through Figshare at the following DOI:https://doi.org/10.6084/m9.figshare.27159459.
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