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This paper aims to examine non-Muslim consumers’ willingness and motivation to boycott American-based companies operating in Malaysia, where Islam is prominent. The underlying base used in this study is an on-going boycott spurred by the Palestinian/Israel conflict in the Middle East.

Two products were selected based on their market presence: consumer familiarity and product affordability. A total of 340 completed questionnaires were obtained from non-Muslim university students and validated by partial least squares approach.

Three factors were found to be significant in predicting willingness to boycott, which were self-enhancement, perceived egregious behavior and country image.

This paper addresses boycott motivations from the context of Malaysian non-Muslims quantitatively, based on an issue strongly related to Muslims. The results may have some implications on multinational firms, non-government organizations, policymakers as well as consumers.

The purpose of this paper is to highlight the development of global halal marketing by assessing its current status, challenges and issues within and measures taken to improve it. Strategic marketing conception from the perspective of export market orientation behaviors is offered to help foster industrial innovation to create a halal economy.

The development of a global halal market is first assessed and its current status is highlighted. The issues and challenges within are identified and explored, followed by a consideration of measures already taken to rectify and improve the situation. Strategic export market orientation behaviors perspective is offered to encourage industrial innovation within the complex global halal market, to ultimately establish a halal economy. This is done by going through the relevant scholarly discussions in various international conferences and available published literatures.

The paper identifies three major issues and challenges in global halal marketing and what has been done and can been done to rectify and improve the situation, particularly from the perspective of strategic export market orientation behaviors.

The discussion is limited to its conceptual boundaries and in the long run requires empirical research to enhance its applicability.

The discussion offered in the paper is expected to be valuable for global halal marketers seeking strategic marketing design in undertaking the complex market structure and confronting the issues identified.

The paper discusses issues and challenges for halal marketing and how to address the issues through the perspective of strategic export market orientation behaviors, for an industrial innovation to form a halal economy.

The purpose of this paper is to highlight the globality and intentionality aspects of consumer boycotts among the Muslim dominant markets around the world through the consumer animosity perspective, to provide better understanding of the issues. Some applied and potential solutions for marketers and policy makers in dealing with the issues are also discussed.

The analytical definition of consumer boycotts through the consumer animosity perspective is proposed and the relevance of the discussion is considered. The relationships between the globality and intentionality attributions with animosity and consumer boycotts are assessed before strategies to deal with the issues are diagnosed. Seminal works of classic and current consumer boycotts and animosity literature are reviewed in developing the conceptual background of the paper. Further conceptual reflections are stated based on the depicted current events in the market around the world.

The conceptual discussion revealed that consumer boycotts in the Muslim dominant market and animosity are two related issues worthy being explored. The issues are of the global concern and occurred unintentionally, therefore they could stimulate unexpected outcomes for the marketers and policy makers alike. Nonetheless, several strategies in dealing with the issues are found to be effective in preventing the issues from getting worse. However, the strategies would not work for all entities in all situations. Understanding the root of the issues would be the best solution.

The discussion is limited to conceptual background of the aspects discussed. Further empirical studies would enhance the applicability of the discussions presented.

In order to find strategies to deal with consumer boycotts in the Muslim dominant markets, marketers need to understand the real reason for the events to occur and demonstrate sincere understanding towards the issues. By doing so, consumer boycotts would not obstruct the progress and growth of the international business in general. Looking at the issues from the animosity perspective is a prolific attempt to understand the events.

The paper reveals the relationship between consumer boycotts and animosity in the Muslim dominant markets and offers understanding of the specific events occurrence. The discussion is extended to describe the events' globality and intentionality attribution assessment.