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All Journal Jurnal Ekonomi Modernisasi Jurnal Minds: Manajemen Ide dan Inspirasi Journal of Indonesian Economy and Business Jurnal Manajemen Teori dan Terapan Jurnal Pemberdayaan Masyarakat Madani (JPMM) JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK JAST : Jurnal Aplikasi Sains dan Teknologi Jurnal Abdi Insani Journal of Digital Marketing and Halal Industry Jurnal Terapan Manajemen dan Bisnis Jurnal Inspirasi Binsis dan Manajemen Jurnal Manajemen dan Pemasaran Jasa E-JRM
Alfian Budi Primanto
Fakultas Ekonomi Dan Bisnis, Universitas Islam Malang, Malang, Indonesia
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When halal is not enough: The paradox of moral activism beyond ethnocentrism and religious commitment Primanto, Alfian Budi; Rahmawati, Rahmawati; Nita Ani Dia Utami
Journal of Digital Marketing and Halal Industry Vol. 7 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jdmhi.2025.7.2.28297

Abstract

Muslim consumers increasingly consider factors beyond halal compliance when evaluating brands, particularly when brands are perceived to be associated with humanitarian issues; halal status alone may no longer be sufficient to sustain favourable consumer responses, creating a critical dilemma in Muslim markets. While prior studies have highlighted consumer animosity and ethnocentrism as drivers of brand avoidance, limited attention has been paid to the psychological mechanisms through which these factors translate into unwillingness to buy. Specifically, the mediating role of brand attitude, the behavioral relevance of perceived boycott efficacy, and the moderating influence of religious commitment remain underexplored. Addressing this gap, the present study examines unwillingness to buy among Muslim consumers by investigating how brand attitude mediates, and religious commitment moderates, the effects of consumer animosity, consumer ethnocentrism, and perceived boycott efficacy. Using a quantitative design, survey data were collected from Muslim respondents through purposive and snowball sampling and analyzed using the PROCESS Macro in SPSS. The findings demonstrate that brand attitude serves as a central mediating mechanism, particularly for consumer animosity and perceived boycott efficacy, translating moral emotions and beliefs into avoidance behavior. In contrast, consumer ethnocentrism and religious commitment show no significant direct or moderating effects, indicating that purchase resistance in humanitarian conflict contexts is driven less by nationalistic ideology or religiosity and more by negative moral evaluations of brands and perceptions of collective action effectiveness. These results reinforce the view that contemporary Muslim consumer boycotts function as value-driven, brand-specific moral responses rather than expressions of ethnocentric or purely religious consumption.
Co-Authors Abdul Kodir Djaelani ABS, M Khoirul Achmad Nur Cahyo Afi Rahmat Slamet Agung Prayitno Ahmad Fiantoni Fazri Aina Rofika Alfazirah Alfiana, Fitria Tahta Alika, Lingling Ayu Amin, Muh. Sirojuddin Andi Normaladewi Angely, Mely Annisa Mochtar Arini Arini Ariska Estu Prasmara Arista Dwi Lestari Arsyianto, Muhammad Tody Ashrory, Ahmad Nuril Aslinda Aslinda Atika Najdah Annabila Bahtiar, Dimas Vigo Baihaqi, Moh Kholis Basu Swastha Dharmmesta Dea Adinda Putri Andini Devia Nicken Wulandari Dina Indriani Dwi Ratih Wahyu Andini Eka Farida Eris Dianawati Errina Soufi Widiasari Evaliana, Silvia Fahrurrozi Rahman Firmansyah, Choyron Galang Jalu Tanaya Guterres, Novicasari Nur Pratiwi Hariani, Isna Hendri Hermawan Adinugraha Imamiatur Rofiqoh Ita Athia Jamhari Jamhari Jannah, Shofiratul Jeni Susyanti Kusumawardani, Nabilla Anjali Laila, Fati Khalif Ledy Diana Lismayani Lismayani Lukyani, Defita M Hufron M. Hufron M. Syahrul Gunawan Mandasari, Adinda Putri Moh. Nur Dafa Sidqi Mohammad Rizal, Mohammad Mohd Salleh, Muhammad Zulfaris MUHAMMAD AGUS SALIM Muhammad Al Akbar Muhammad Fatchur Rohman Muhammad Khoirul Fata Muhammad Mansur Muhammad Muizzuddin Wahid Adly Alwi Mukhammad Nurul Huda N Rachma N. Rachma Nadifah, Siti Rogibatun Nafisah, Dewi Durrotun Nicholas Galang Widjanarko Nikmatul Khoiriyah Ningtyas, Sindi Wahyu Nita Ani Dia Utami Ni’matul Magfiroh Nori Nottalia Novita Dewi Rahmawati Nurhidayah Nurhidayah Oktavia Yuniar Purnama, Muhammad Bintang Widya Putri, Berlian Melenia Putri, Devina Anggraini Rachma Rizki Puspita Ismara Rachma, N Rachma, N. Rahimah, Azka Rizky Rahmawati Rahmawati Rahmawati Rahmawati, Rahmawati Ramadhan, Reza Rahmad Ramadhan, Tri Sugiarti Ricky Setiawan Rif’atul Khusnia Rizal, Rifki Zuhdi Rofiah, Risa Aldinatur Rois Arifin Rojil Gufron Abdilhaq Ronny Malavia Mardani Salman Ainurridho Saniasah Saniasah Shafiah Arsyi Mu’minin Shintia Juniariska Sindi Puji Lestari Sistya Ernawaty Siti Asiyah Siti Asiyah Siti Nadhiroh Siti Nur Khofifah Taufiqurrohman Taufiqurrohman Umdatul Amiroh Vicky Dwi Anggraeni wahyu setiaji Wahyu Sintia Wahyuningtyas, Nanik Widarko, Agus Wildana, Muchamad Rizal Wulan, Mutiara Octa Sandra Yogy, Akhmad Yuana, Marliya Ira Zahrok’u Syarofah Zain, Dhanang Taufik