Samsudin, Azlina, Nur Aina Abd Halid, Wan Nor Bayah Wan Kamarudin, Malisa Sahila Abdul Manap, Mohd Hazrin Iman Noorkhizan, and Mohamad Amiruddin Mohamad. 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.