Consumer awareness and responsiveness to corporate and governmental actions have heightened, particularly regarding perceived harmful practices. As a result, boycotting has become a prominent strategy for consumers to express discontent and penalize companies for negative behaviors, often driven by ongoing conflicts and heightened emotions. This study aims to investigate the influence of subjective norms on boycott intentions through animosity and perceived efficacy of fast food products in Banda Aceh. The present research was based on the previous and an on-going war and conflict between Israel and Palestine. Data collection in this study were obtained through a survey of 210 people as a sample representing the research population and using a questionnaire as the data collection instrument. The sampling technique used in the research was non-probability sampling with purposive sampling technique. Data analysis was carried out using the SPSS program, which enabled a thorough examination of the relationships between the various variables involved in the research. The findings revealed a significant influence of subjective norms on both animosity and perceived efficacy, indicating that these factors are crucial in shaping individuals' intentions to boycott fast food products. Furthermore, the study demonstrated that animosity and perceived efficacy effectively mediate the relationship between subjective norms and boycott intention.