Exploring Factors Affecting Consumers’ Intentions to Boycott French Products in Jordan
Hamza Salim Khraim
Business Administration Department, Faculty of Business, Amman Arab University
This study aims to explore the factors affecting Jordanian consumers’ boycott of French products in the Jordanian market due to the controversial cartoons of Charlie Hebdo of Prophet Mohammed supported by the French government. Specifically, this study attempts to clarify whether consumers’ self-enhancement, subjective norms, religious animosity, and attitudes influence Jordanian consumers’ intentions to boycott French products. An online survey was employed to collect information from consumers, and a total of 533 questionnaires were completed and retrieved. Factor analysis and multiple regression were applied to test the hypotheses. Results revealed a statistically significant positive effect of subjective norms, religious animosity, and attitudes on Jordanian consumers’ intention to boycott. Meanwhile, selfenhancement had no significant effect on boycott intentions. Based on the squared multiple correlations found in boycott intentions, the research model was classified as moderately strong, which explains nearly half of the variances in the Jordanian consumers’ intention to boycott.
Keywords: Self-enhancement, Religious animosity, Subjective norms, Intention, Boycott products, Jordan