This study examines the determinants of consumer switching behavior from McDonald's to alternative fast-food brands amid the ongoing Israel-Palestine conflict, specifically targeting Indonesian consumers. This research utilizes the Theory of Planned Behavior (TPB) to examine the influence of attitudes, subjective norms, and perceived behavioral control on the intention to change brands due to a boycott movement initiated by claims of McDonald’s support for Israel. One hundred samples were collected using purposive sampling, and the data were analyzed employing PLS-SEM. The results indicate that two of the three hypotheses were accepted. This study emphasizes the significance of attitude and subjective norms in relation to switching intention. The findings provide important insights for fast-food brands aiming to comprehend and address consumer behavior during conflict, along with practical suggestions for enhancing brand loyalty.