The Electronic Boycott of Foreign Products and its Impact on the Purchasing Rate of the Jordanian Consumer for Products from Beirut Lights Company for Hygienic Paper Manufacturing

Abstract

This study investigated the effect of an electronic boycott of foreign products on the purchasing rate of Jordanian consumers for products from Beirut Lights company for hygienic paper manufacturing. This study collected data from 310 consumers purchasing products from Beirut Lights Company for Hygienic Paper Manufacturing using questionnaires. This study employed the Partial Least Square Structural Equation Modelling (PLS-SEM) approach and analysed the data. The results revealed that electronic boycotts (consumer animosity, consumer ethnocentrism, consumer efficacy, and product judgment) have significant and positive effects on purchasing rates. The results revealed that a 1% increase in Consumer Animosity would lead to an 18.5% increase in Purchasing Rate. Additionally, the results demonstrated that Purchasing Rate would increase by 15.2 percent with a 1% increase in Consumer Efficacy. Also, the results revealed that a 1% increase in Consumer Ethnocentrism would lead to a 23.5% increase in Purchasing Rate. Similarly, the results revealed that a 1% increase in Product Judgement would lead to a 44.1% increase in Purchasing Rate. For Western multinational corporations focused on expanding their foothold in the world's biggest consumer market, this study's conclusions have crucial consequences for decision-makers and management. The suppressed and intense emotion of hostility, which is a remnant of past hostilities, needs much more attention from the Beirut lights firm, which manufactures hygiene paper in Jordan. In other hostile market scenarios, the conclusions of this examination may be applicable to a strategic study of the boycott model.