Boycotting, Nationalism, and Religiosity Influence on Consumer Churn Intention: A Conceptual Insight on The Theory of Consumer Behavior

Arman Hj Ahmad; Khairul Shahida Shabi; Mior Saiful Azwan Mior Safian; Selva Selva; Nazliwati Mohamed

Arman Hj Ahmad Department of Marketing, Universiti Kuala Lumpur Business School, Malaysia
Khairul Shahida Shabi Department of Marketing, Universiti Kuala Lumpur Business School, Malaysia
Mior Saiful Azwan Mior Safian Department of Marketing, Universiti Kuala Lumpur Business School, Malaysia
Selva Selva Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Muhammadiyah Mataram, Indonesia
Nazliwati Mohamed Faculty of Business and Management, UCSI University, Malaysia

Keywords: Boycotting, Nationalism, Religiosity, Churn Intention, Theory of Consumer Behavior, Malaysia

Abstract

This research explores and examines the influence of boycotting, nationalism, and religiosity on consumer churn intention in Malaysia. Using a quantitative approach, this research investigates how these factors drive consumers to switch from one brand to another. Research framework has been developed utilizing theories of consumer behavior and incorporating related literature on nationalism, and religiosity within the context of consumerism. The findings reveal significant impacts of boycotting and nationalism on consumer churn intention, while religiosity presents a nuanced relationship and a more complex relationship. This study contributes to understanding the interplay between socio-political factors and consumerism specifically how those factors affect consumer behavior in Malaysia, offering valuable insights for retailers facing boycotts or operating in highly nationalistic or religious contexts as well as those retail businesses operating in this culturally and politically diverse market within the contexts where these factors are prominent.

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