Document Type

Conference Proceeding

Publication Date

Winter 11-9-2024

Abstract

This study investigates the impact of Egyptian boycott campaigns following the Gaza war in 2023 on consumption behavior. It uses the lens of the Theory of Planned Behaviour (TPB) to examine how the intention to consume (or not to consume) originating from attitudes, social norms, and perceived behavioural control leads to intentions that are reflected in different consumption behaviours. This study uses a mixed methodology, where it blends quantitative statistical analysis with indepth qualitative interviews. First, a pilot study is carried out to ensure the relevance of the survey questions. Then an online questionnaire posted on social media and sent via WhatsApp to potential participants is published and sent out. In addition, semi-structured interviews are conducted to extract more detailed information on the participants' intentions, motivations, and opinions of the boycotts, and to understand the motivations and triggers that caused the alterations in their consumption habits, if any. To the best of the researchers’ knowledge, this is the first empirical study to explore the impact of Egyptian boycott campaigns on participants following the Gaza War in 2023. Moreover, it provides policymakers, legislators, and marketers with insights on how to engage the masses and raise awareness to utilize the formulas of management of change and contest the enacted legislation, rules, and imposed policies.

Keywords: 2023 Gaza War, Egypt, Boycott, Consumer Behaviour, Theory of Planned Behavior (TPB)

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