Consumer boycotts, ethical risk and cultural resistance: a sustainability perspective on Western fast-food consumption in Jordan

Purpose Consumer boycotts have increasingly become a visible form of ethical consumption in the Arab world. This study explores how boycotts of Western fast-food restaurants in Jordan operate as expressions of ethical risk management, collective identity and culturally grounded resistance within a sustainability-oriented consumption framework. Design/methodology/approach A qualitative, exploratory design was employed, drawing on 26 in-depth interviews with university students in Jordan. Data were analyzed thematically using ATLAS.ti to explore how participants interpret boycott behavior as ethical decision-making, social responsibility and risk avoidance in everyday consumption. Findings The findings show that boycott participation is driven less by functional dissatisfaction and more by perceived moral obligation, communal solidarity and reputational risk. For example, participants linked their boycott decisions to recent geopolitical events and perceived corporate associations, viewing continued consumption of Western fast-food brands as ethically unsustainable. Boycotts emerge as culturally embedded sustainability practices through which consumers manage ethical risks and align consumption with shared values. Research limitations/implications The focus on a single demographic group limits generalizability; future research could adopt comparative or mixed-method designs across Arab contexts. Social implications The study highlights consumer influence on ethical business practices and offers practical insight for firms managing reputation-related risks. Originality/value This study contributes original insights by linking consumer boycotts to sustainability-oriented risk consciousness in an Arab context. It advances sustainability and management scholarship by demonstrating how ethical consumption functions as informal governance and cultural resistance in the Global South.