Abstract:

This study examines the relationship between consumer animosity, attitude, and boycott intention. Where sociopolitical considerations have a substantial impact on consumer behavior. The study tests four hypotheses with a sample of 336 Egyptian respondents using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The data show that enmity has a considerable beneficial effect on both attitude and boycott intention, with attitude serving as a mediating factor in this relationship. The study reveals that increased animosity reinforces negative opinions about brands, increasing boycott intentions. These findings shed light on customer behavior in politically sensitive areas and suggest that corporations might mitigate boycott risks by addressing consumer concerns through culturally sensitive marketing and CSR initiatives. The study adds to the literature by stressing the role of attitude as a mediator of animosity and boycott intentions, with practical implications for businesses functioning in unstable sociopolitical situations.