The issue of boycotting among Malaysians is perceived as significant. All society member, regardless of age, are synonymous with the “boycott” term, which impacts their purchasing behaviour. Therefore, the involvement of higher education students in boycotting behaviour is perceived as vital, as this category of consumer is perceived as active consumers, and their purchasing decisions are strongly influenced by many sources, including news and info from online platforms. The impact of such boycotts is considerable, especially for producers, as it directly affects their sales performance. This study examines the perceptions of Malaysian higher education students regarding boycotting behaviour, their level of participation, and their awareness of the issue. A total of 400 respondents participated through convenience sampling, with 375 usable responses collected. The respondents consisted of students from higher education institutions, ranging from certificate level to PhD. The findings revealed that perceptions of boycotting influence both participation in boycott activities and awareness of boycotting. Furthermore, the study shows that awareness mediates the relationship between perception and participation in boycotting. These findings are valuable for stakeholders, particularly producers and marketers, as they highlight the significant role of student perception, participation, and awareness in shaping boycott participation and its potential impact on market performance.