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All Journal Asia Pacific Journal of Management and Education
Binti Mohd Amin, Nurdania Delylah
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Education Languange, Linguistic, Communication & Media Other

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Brand Awareness, Ethical Concerns, and Social Influence: Key Drivers of Boycotting Behavior Against Nestlé Yusof, Rosmelisa; Effendi, Azura Abdullah; Binti Abdul Majid, Nur Qistina Diyana; Binti Mohd Firdaus, Nur Sazlein; Binti Muhamad Shukri, Nur Syafiqah; Binti Mohd Hazry, Nur Syazwani; Binti Mohd Amin, Nurdania Delylah; Ali, Anees Janee; Kee, Daisy Mui Hung
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 2 (2025): July 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i2.4071

Abstract

Nestlé is the world’s largest food and beverage company founded in 1866 that offer a wide range of products. Nestlé present in 190 countries around the world and its headquarters in Vevey, Switzerland. In today’s global market, there has been boycott movement of Israeli products due to Israeli-Palestinian conflict. Nestlé also affected by this boycott movement since Nestlé’s products is pro-Israel products. The purpose of this study is to examine the relationship between ethical concerns, brand awareness, social influence, and consumer willingness on moral judgement and its impact on boycotting behavior against Nestlé. Data was collected from 100 respondents from various background. Our findings shows that boycotting behavior among consumer against Nestlé significantly influenced by combinations of brand awareness, ethical concerns, social influence, and consumer willingness to boycott. Meanwhile, moral judgement acts as the mediator that links all of these factors to the decision to boycott. These findings can help Nestlé to develop appropriate strategies in addressing consumer concerns and boycotting behavior against Nestlé’s products
Co-Authors Ali, Anees Janee Binti Abdul Majid, Nur Qistina Diyana Binti Mohd Firdaus, Nur Sazlein Binti Mohd Hazry, Nur Syazwani Binti Muhamad Shukri, Nur Syafiqah Effendi, Azura Abdullah Kee, Daisy Mui Hung Yusof, Rosmelisa