This research investigates the motivations and practices of consumer activism among college students at the University of Southern Mississippi (USM), focusing on their engagement with boycotts related to the Israel and Palestine conflict. Employing a grounded theory approach with qualitative semi-structured interviews, the study identifies key themes such as the central role of social media in informing activism, the constraints students face in supporting boycotts, and their perceptions of activism’s effectiveness. The findings suggest that while students are motivated by ethical concerns and social pressure, practical limitations and differing views on activism’s success influence their participation. The study contributes to the literature on ethical consumerism and offers insights for brands and policymakers on better engaging with this demographic.
