Abstract:

This study examines the impact of Media Exposure (ME), Social Identity (SI), and Individual Morality (IM) on Boycott Decisions (BD) in ethical campaigns in Indonesia. Using a quantitative explanatory design and PLS-SEM analysis with 205 respondents, the research reveals that ME has a significant impact on both IM and BD. Crucially, IM serves as a central mediator, bridging the relationships between ME and BD, as well as SI and BD. While Social Identity positively influences an individual's morality, it does not directly impact the decision to boycott. These findings highlight that moral conviction is the primary mechanism through which media narratives and social affiliations are translated into consumer activism. This study contributes to consumer behavior literature by clarifying these moral mediation processes and offers strategic insights for navigating boycott dynamics in the digital age.