Determinants of Consumer Boycott Intention in Malaysia: An Application of the Theory of Planned Behaviour

The growing trend of consumer boycotts reflects increasing awareness of ethical, humanitarian, and social issues among consumers, particularly in emerging markets such as Malaysia. This study aims to examine the factors influencing Malaysian consumers’ intention to engage in boycott behaviour by applying the Theory of Planned Behaviour (TPB). Specifically, the study investigates the effects of attitude, subjective norms, and perceived behavioural control on boycott intention. A quantitative research design was employed using a cross-sectional survey approach. Data were collected from Malaysian consumers aged 18 years and above through a structured questionnaire, with items adapted from established literature. A pilot study confirmed the reliability of the measurement scales, with Cronbach’s alpha values exceeding the recommended threshold of 0.70. Multiple regression analysis revealed attitude, subjective norms, and perceived behavioural control have significant positive effects on boycott intention. Among these, perceived behavioural control emerged as the strongest predictor, followed by subjective norms and attitude. The findings indicate that consumers are more likely to engage in boycott behaviour when they perceive greater ability and resources to do so, alongside social support and favourable evaluations. This study contributes to the literature by validating the applicability of TPB in explaining boycott behaviour in the Malaysian context. Practically, the results suggest that enhancing consumers’ perceived capability and leveraging social influence are crucial in encouraging boycott participation. Future research is recommended to incorporate additional variables and adopt longitudinal designs to further understand consumer boycott behaviour.