Aim/Purpose
This research aims to investigate the relationship between digital citizenship behavior and political engagement among Generation Z (Gen Z) in Indonesia, with a particular focus on their participation in online boycott movements. The study examines the factors underlying Gen Z’s consumer activism in the digital era.

Background
People often perceive Gen Z as being tech-savvy and socially aware, but there has been limited research on how their online actions influence their political or consumer behavior in the real world. This article fills that gap by examining how digital citizenship activity is linked to political activism and boycotting.

Methodology
This study employed a quantitative methodology, surveying 100 Gen Z participants in Bandung City, Indonesia, utilizing electronic questionnaires disseminated via social media and Google Forms. Data were examined utilizing Structural Equation Modeling-Partial Least Squares (SEM-PLS) to evaluate the associations of digital citizenship activity, political involvement, and boycott behavior.

Contribution
This research expands existing knowledge by presenting empirical evidence on the non-significance of digital citizenship activity in predicting political activism and boycott behavior, while highlighting political activism as a key predictor of boycotts among Generation Z.

Findings
Key findings indicate that: (1) digital citizenship behavior does not significantly affect political activism or boycott behavior; (2) political activism positively influences boycott behavior; and (3) political activism does not mediate the relationship between digital citizenship behavior and boycott behavior.

Recommendations for Practitioners
Marketers and governments must acknowledge that although Gen Z is digitally engaged, their political and consumer behaviors are driven more by activism and specific issues than by generic internet activity.

Recommendations for Researchers
Future research should investigate alternative mediators, including ethical awareness, social influence, and perceived consumer efficacy, to enhance understanding of the connections between digital behavior, activism, and consumer choices.

Impact on Society
The findings underscore the importance of promoting meaningful political engagement among young people, as political activism, in conjunction with digital literacy, influences their social and consumer behaviors, thereby potentially shaping the future civic and economic environments.

Future Research Future research should employ larger and more diverse samples, disaggregate the dimensions of digital citizenship, and include previously unexamined factors such as peer influence and trust in institutions to enhance the understanding of Generation Z’s activism and boycott behavior.