Samsudin, A., Halid, N. A. A., Kamarudin, W. N. B. W., Manap, M. S. A., Noorkhizan, M. H. I., & Mohamad, M. A. (2026). TO BUY OR BOYCOTT: KEY DRIVERS OF CONSUMER ACTIVISM IN MALAYSIA’S FOOD AND BEVERAGE (F&B) SECTOR. JOURNAL OF TOURISM, HOSPITALITY AND ENVIRONMENT MANAGEMENT (JTHEM), 11(45), 290–309. https://doi.org/10.35631/JTHEM.1145018