Boycott to Buycott: A Behavioral Pathway to Peace of Mind in Political Consumerism
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Abstract
This study investigates the post-boycott consequences of political consumerism by examining the sequential relationship between boycott, buycott, and peace of mind. A quantitative research design was employed using survey data from 1,329 Indonesian consumers, and the hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that boycott significantly increases buycott and that both behaviors positively influence peace of mind, with buycott exerting a stronger effect. Additionally, buycott partially mediates the relationship between boycott and peace of mind. This study contributes to the political consumerism literature by advancing a mediation-based perspective, demonstrating that the psychological benefits of boycott are transmitted through subsequent buycott engagement. It further conceptualises boycott and buycott as sequential and interdependent behaviours, offering a more integrated explanation of how ethical consumption influences consumer well-being.
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