This research aimed to measure factors influencing purchase willingness and purchase unwillingness on Israeli
products. Four predictor variables including consumer animosity, product judgment, boycott participation, and
boycott motivation were used. Data were collected by an online survey, and it attracted 337 participants. Three
stages of data analysis were applied, those were exploratory analyses, confirmatory factor analyses, and Structural
Equation Model (SEM). In total, there were seven hypotheses tested. This research finds a significant impact of
animosity on product judgment, boycott participation, and boycott motivation. Furthermore, product judgment
and boycott participation significantly affect purchase willingness. Meanwhile, boycott participation and boycott
motivation significantly affect purchase unwillingness.