Boycott on Fast Food Industry: A Case of K Fast Food Restaurant in Yong Peng, Johor, Malaysia

This study examines the factors and impacts of consumer boycotts in the fast-food industry, focusing on K Fast Food Restaurant in Yong Peng, Johor, Malaysia. Boycotts, as a form of consumer activism, have become increasingly prevalent, driven by social, political, and religious motives. This research adopts a qualitative approach and case study design, utilizing semi-structured, in-depth interviews with five informants, including employees and consumers, to explore the phenomenon. The findings reveal that social influence, religious obligations, and socio-political pressures are primary drivers of boycotts. The study also highlights the significant repercussions on employees, including job insecurity, and the organization, such as financial losses and reputational damage. These insights underscore the need for businesses to adopt ethical practices, enhance transparency, and actively engage in corporate social responsibility initiatives to mitigate the impacts of such actions. The research contributes to the broader understanding of consumer activism and its implications for the fast food industry.