Religiosity, Consumer Animosity, and Ethnocentrism: Determinants of Starbucks Boycott Motivation in Medan City

Abstract

This study investigates the influence of religiosity, consumer animosity, and ethnocentrism on the motivation to boycott Starbucks in Medan City, Indonesia. Using a quantitative approach, data were collected from 160 respondents through purposive sampling and analyzed with SmartPLS 4.0. The findings reveal that consumer animosity and ethnocentrism have a positive and significant effect on boycott motivation, while religiosity shows a positive but insignificant effect. These results highlight that consumer animosity—driven by political, cultural, and religious sentiments—along with ethnocentric tendencies to favor local products, strongly shapes consumer boycott behavior. The study provides theoretical contributions to consumer behavior research by extending the Theory of Planned Behavior (TPB) in the context of boycotts, and offers practical insights for businesses, particularly in the coffee industry, to better understand and respond to boycott-driven consumer dynamics.