Purpose – This study aims to explore the factors influencing consumers’ intention to participate in the boycott of pro-Israel brands during the Israel–Palestine conflict. It focuses on how intrinsic religious motivation (IRM), subjective norms and consumer animosity affect boycott intentions, with a unique comparative lens on Muslim and non-Muslim respondents in a religiously diverse society. Design/methodology/approach – Data were collected from 634 respondents (319 Muslims and 315 non-Muslims) using a quantitative survey method. Partial least squares structural equation modelling was used to test relationships among IRM, subjective norms, consumer animosity, perceived efficacy, self-enhancement, attitudes and boycott intentions. Findings – The findings show that while IRM does not directly affect boycott intention in either group, its indirect effects differ. IRM more strongly influences subjective norms for non-Muslims and self-enhancement for Muslims. Several relationships – including those involving subjective norms, consumer animosity, perceived efficacy and attitudes – vary in strength between groups, highlighting distinct motivational pathways in Muslim and non-Muslim consumers. Research limitations/implications – This study sheds light on how religiosity can subtly shape people’s decisions to join a boycott. Future research could take this further by looking at how religious motivation works alongside thoughts and feelings and how things like counterarguments might change the impact, especially across different cultures. Practical implications – The findings help marketers and policymakers develop communication strategies and regulations that reflect consumers’ ethical, religious and cultural diversity in sensitive geopolitical contexts. Social implications – The study shows how social expectations and religious identity can drive people to act together as consumers. This finding has important consequences for strengthening social unity and encouraging companies to act more responsibly. Originality/value – This is one of the few studies to examine boycott behaviour through a dual religious lens, offering a theoretical and practical contribution to understanding activism in pluralistic societies. © 2025 Emerald Publishing Limited