Fierce Battle In The FMCG Industry During The Boycott Movement: A Netnographic Analysis
Keywords:
Boycott Movement, Consumer Behavior, Substitute Products, Netnography, FMCG IndustryAbstract
Abstract. The boycott movement against companies stigmatized as affiliated with Israel has influenced consumer behavior and created opportunities for substitute products in the Fast-Moving Consumer Goods (FMCG) industry. This research aims to identify consumer tendencies towards the boycott movement, identify substitute products chosen by consumers, and formulate substitute product strategies to capitalize on opportunities that arise during the boycott movement. The research used a qualitative approach with netnography methods. Data were collected through online observations on Instagram, TikTok, YouTube, and Threads platforms covering content from 2023–2025 and semi-structured online interviews with eight purposively selected informants. Data were analyzed using the Miles and Huberman model with the assistance of Atlas.ti software. The results show that consumer tendencies towards the boycott movement develop gradually through exposure to information, the formation of understanding, humanitarian, religious, and moral foundations, perceptions of the boycott's effectiveness, boycott responses, and changes in consumption behavior. The selection of substitute products is carried out through evaluations of quality, affordability, product suitability, and company affiliation, thus encouraging preference for local products. This research also produced a strategy formulation for companies providing substitute products, including developing quality products, strengthening brands, optimizing digital marketing, enhancing company capabilities, and adapting to changes in the business environment. The research concluded that the boycott movement not only changed consumer behavior but also created strategic opportunities for local companies to increase competitiveness through quality substitute products and adaptive business strategies.
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