Evaluating Malaysians’ response to BDS-sponsored boycotts
List of Authors
  • Bazlin Darina Ahmad Tajudin , Nur Zahrawaani Jasmin

Keyword
  • Boycott, BDS, information processing theory, Israel-Hamas conflict

Abstract
  • This paper discuses the BDS-sponsored boycotts happening in Malaysia following the escalation in the Palestine-Israel conflict on 7 October 2023. Focusing on 4 brands in particular, which are McDonald’s, Starbucks, Nestle, and Grab, this paper looks at the strategic responses of these companies after being targeted as boycotted companies, and Malaysians’ reactions to the responses.

Reference
  • 1. Abdelnour, S. (2023) Making a Killing: Israel’s Military-Innovation Ecosystem and the Globalization of Violence. Organization Studies, 44(2), 333-337.

    2. Abd-Razak, I.-S., & Abdul-Talib, A.-N. (2012). Globality and intentionality attribution of animosity: An insight into the consumer boycotts in the Muslim dominant markets. Journal of Islamic Marketing, 3(1), 72–80. doi:10.1108/17590831211206608

    3. Andsager, J. L., & White, H. A. (2007). Self versus others: Media, messages, and the third-person effect. Lawrence Erlbaum Associates

    4. Dass, C. (2023, November 9). PR professionals weigh in: Was Grab's response to the controversial post by its co-founder's wife enough? Marketing-Interactive. https://www.marketing-interactive.com/PR-professional-Grab-response-controversial-post-co-founder-wife

    5. Durbin, D.A. (2023, December 20). It’s not a happy holiday at Starbucks, facing boycotts over the Middle East war and unionization. AP. https://apnews.com/article/starbucks-war-palestinians-israel-boycott-labor-3b1165fc74ed181a4a5dad2106779922

    6. Frau, L. (2023, December 14). Why are people boycotting Starbucks? A look inside the scrutiny of the coffee chain. Northjersey. https://www.northjersey.com/story/news/nation/ 2023/12/14/starbucks-why-everyone-boycotting-controversies-explained/71885557007

    7. Friedman, M. (1985). Consumer boycotts in the United States, 1970-1980: contemporary events in historical perspectives. Journal of consumer affairs, 12, 96-117.

    8. Ghazali, E. M., Mutum, D. S., Sundramohana, M., & Valdivieso, P. (2019). Was the boycott of McDonald’s Malaysia religiously motivated? In E. M. Ghazali, D. S. Mutum, M. Rashid, & J. U. Ahmed (Eds.), Management of Shari’ah Compliant Businesses: Case Studies on Creation of Sustainable Value (1st ed., pp. 155-161). (Management for Professionals). Springer. https://doi.org/10.1007/978-3-030-10907-3_13

    9. Grab [@grabmy]. (2023, November 3). Untuk makluman segera [Photograph]. Instagram. https://www.instagram.com/p/CzK8xvQL22_/?utm_source=ig_embed&ig_rid=6c57811d-b751-4f46-b7dd-eb2f06fda08a&img_index=1

    10. Hale, E. (2023, October 20). McDonald’s franchises in Middle East at odds over Israel-Hamas war. Al Jazeera. https://www.aljazeera.com/economy/2023/10/20/mcdonalds-franchises-in-middle-east-at-odds-over-israel-hamas-war

    11. Hassan Hazlin. (Nov 23, 2023). Malaysians boycott companies and goods with alleged ties to Israel, in support of Palestinians. The Straits Times. https://www.straitstimes.com/asia/se-asia/malaysians-boycott-companies-and-goods-with-alleged-ties-to-israel-in-support-of-palestinians

    12. Hazlin Hassan. (2023, Nov 4). Malaysians boycott companies and goods with alleged ties to Israel, in support of Palestinians. The Straits Times. https://www.straitstimes.com/asia/se-asia/malaysians-boycott-companies-and-goods-with-alleged-ties-to-israel-in-support-of-palestinians

    13. Mohamed Buheji and Dunya Ahmed, Keeping the Boycott Momentum- from ‘WAR on GAZA’ Till ‘Free-Palestine’, International Journal of Management (IJM), 14(7), 2023, pp. 205-229. https://iaeme.com/Home/issue/IJM?Volume=14&Issue=7

    14. Mohammed Haddad, & Alia Chughtai. (2023, Nov 27). Israel-Palestine conflict: A brief history in maps and charts. Al Jazeera. https://www.aljazeera.com/news/2023/11/27/palestine-and-israel-brief-history-maps-and-charts

    15. Jann Firdaus. (2023, November 3). M’sians call for grab to be cancelled after wife of its co-founder shares her Israel trip on IG. Weird Kaya. https://weirdkaya.com/msians-call-for-grab-to-be-cancelled-after-wife-of-its-co-founder-shares-her-israel-trip-on-ig/

    16. John, A., & Klein, J. (2003). The Boycott Puzzle: Consumer Motivations for Purchase Sacrifice. Management Science. doi:10.1287/mnsc.49.9.1196.16569

    17. Kandeepan, T. (2023, November 7). Grab Malaysia donates rm1 mil aid to Gaza following controversial posts by co-founder’s wife. Weird Kaya. https://weirdkaya.com/grab-malaysia-donates-rm1mil-aid-to-gaza-following-controversial-posts-by-co-founders-wife/

    18. Klein, J. G., Smith, N. C., & John, A. (2004). Why We Boycott: Consumer Motivations for Boycott Participation. Journal of Marketing, 68(July), 92–109.

    19. Lee, J. (2023, November 3). Malaysians call to boycott Grab after CEO’s wife seen to be sympathetic to Israel. Soya Cincau. https://soyacincau.com/2023/11/03/malaysians-call-to-boycott-grab-mount-after-ceos-wife-seen-to-be-sympathetic-to-israel/

    20. Lee, J. S., & Vakratsas, D. (2019). Dynamic Asymmetric Effects of Cross media Exposures over the Purchase Cycle in China, TV Ads Benefit from Prior Online Exposure, but Not Vice-Versa. Journal of Advertising Research, 455-465.

    21. Magid, P. (2023, October 18). Free meals for Israeli soldiers divide McDonald's franchises. Reuters. https://www.reuters.com/world/middle-east/free-meals-israeli-soldiers-divide-mcdonalds-franchises-over-israel-hamas-war-2023-10-17/

    22. Marfleet, P. (2019). Palestine: Boycott, Localism, and Global Activism. In: Feldman, D. (eds) Boycotts Past and Present. Palgrave Critical Studies of Antisemitism and Racism. Palgrave Macmillan. https://doi.org/10.1007/978-3-319-94872-0_14

    23. Meyersohn, N. (2023, December 21). Starbucks’ CEO wants people to stop protesting its stores over Israel war in Gaza. CNN. https://edition.cnn.com/2023/12/21/business/starbucks-israel-war-union/index.html

    24. Misguided ‘Israel boycott’ impacting innocent workers, businesses in M’sia. (2023, Nov 8). The Vibes Malaysia. https://www.thevibes.com/articles/news/99861/misguided-israel-boycott-impacting-innocent-workers-businesses-in-msia

    25. Nestle posts strongest-ever revenue in FY23. (28 Feb, 2024). The Star. https://www.thestar.com.my/business/business-news/2024/02/28/nestle-posts-strongest-ever-revenue-despite-boycott-calls

    26. Nurul Suhaidi. (2024, Jan 17). Are boycotts impacting homegrown brands positively? The Malaysian Reserve. https://themalaysianreserve.com/2024/01/12/are-boycotts-impacting-homegrown-brands-positively/

    27. Palestinian Civil Society. (2005, Jul 29). Palestinian Civil Society Call for BDS. https://bdsmovement.net/call

    28. Purushotman, J. (2023, Oct 20). Berjaya Group donates RM2m to Palestine fund. The Sun. https://thesun.my/local_news/berjaya-group-donates-rm2m-to-palestine-fund-NC11648476

    29. Sawdah Bhaimiya. (2023, October 13). McDonald's is donating thousands of free meals to the Israel Defence Forces and citizens after Hamas attacks. Business Insider. https://www.businessinsider.com/mcdonalds-donating-thousands-meals-idf-israeli-citizens-hamas-attacks-2023#

    30. Sepulveda, L.D. (2023, December 8). Why are people boycotting Starbucks? Azcentral. https://www.com/story/news/local/phoenix/2023/12/08/why-are-people-boycotting-starbucks/71830276007/

    31. Starbucks boycott bites as investors advised to sell Berjaya Food shares. (2023, Dec 6). Free Malaysia Today. https://www.freemalaysiatoday.com/category/nation/2023/12/06/starbucks-boycott-bites-as-investors-advised-to-sell-berjaya-food-shares/

    32. Stewart, E. (2023, December 13). Starbucks has lost $11 billion market value, and not because of boycotts. Vox. https://www.vox.com/money/2023/12/13/23999981/starbucks-boycott-israel-palestine-market-value-loss-holidays-labor

    33. Tembikaisusumakkau. Retrieved 2 March 2024. A sensible boycott. Reddit. 2/3/2024https://www.reddit.com/r/malaysia/comments/17m0lnt/a_sensible_boycott/?rdt=59951

    34. The Rakyat Post. (2023, November 3). Grab says it stands on the side of humanity amidst boycott calls over Chloe tong’s IG story. The Rakyat Post. https://www.therakyatpost.com/news/2023/11/03/grab-says-it-stands-on-the-side-of-humanity-amidst-boycott-calls-over-chloe-tongs-ig-story/

    35. Tenore, H. (2023, December 23). Starbucks CEO says people on social media misrepresented what the coffee chain stands for and led to stores being vandalized. Business Insider. https://www.businessinsider.com/starbucks-ceo-responds-boycott-calls-store-vandalism-israel-palestine-backlash-2023-12

    36. Weinberger M. G., Allen C. T., & Dillon W. R. (1981). The impact of negative marketing communications: the consumers union/Chrysler controversy. J Advert, 10(4):20–47.

    37. Yuksel, U., & Mryteza, V. (2009). An evaluation of strategic responses to consumer boycotts. Journal of Business Research, 62(2), 248-259.

    38. Zurairi AR. (2014, Aug 26). ‘Misguided’ boycott hurts Malaysians more than Israel-linked targets, brands say. Malaymail. https://www.malaymail.com/news/malaysia/2014/08/26/ misguided-boycott-hurts-malaysians-more-than-israel-linked-targets-brands-s/733619