Friedman (1985) defines a consumer boycott as an attempt by one or more parties to achieve certain objectives by urging individual consumers to refrain from making selected purchases in the marketplace. In Indonesia, marketing has paid relatively little attention to consumer boycott, so there has been little research into the factor that influences a consumer’s reason to boycott. Empirical research focusing on the consumer boycott generally utilizes survey or laboratory experiments and qualitative, whereas only less studies to date uses a mix methods technique. This paper investigates: (1) what is the primary target of boycott; (2) what is the primary purpose of boycott; and (3) what is the primary reason of boycott by employing two studies (phases), qualitative and quantitative research. The first phase used secondary data from daily mass media reporting interconnected themes on boycott, the result of which was analyzed using content analysis method. The results of the first phase were then used to construct the research questions at second phase. The second phase used primary data from survey. The data was analyzed using analytical hierarchy process (AHP) method. The results showed that corporate, instrumental, and economic are the primary target, purpose, and reason for boycott participation in Indonesia.