Konsumen muslim saat ini sedang dihadapkan oleh aksi boikot terhadap produk/layanan yang terafiliasi dengan Israel. Penelitian terdahulu menemukan hubungan antara identitas individu dan intensi boikot konsumen. Penelitian ini bertujuan untuk mengetahui peran identity fusion dan religious identification dalam memprediksi intensi konsumen memboikot produk yang terafiliasi dengan Israel. Sebanyak 250 konsumen muslim berusia 18–56 tahun berpartisipasi dalam penelitian ini. Analisis regresi menunjukkan bahwa identity fusion dengan masyarakat Palestina (β=0.36, p<0.001) dan religious identification (β=0.26, p<0.001) memprediksi intensi boikot, sementara identity fusion dengan muslim (β= –0.14, p=0.15) tidak memprediksi intensi boikot.

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Muslim consumers are currently facing boycotts of products/services affiliated with Israel. Previous research has found a relationship between consumer identity and the intention to boycott. This study aims to determine the role of identity fusion and religious identification in predicting consumers' intention to boycott products/services affiliated with Israel. A total of 250 Muslim consumers aged 18–56 participated in an online survey. Regression analysis showed that identity fusion with Palestinian (β=0.36, p<0.001) and religious identification as muslim (β=0.26, p<0.001) predicted boycott intention, while identity fusion with muslims (β= –0.14, p=0.15) did not predict boycott intention.