Of course a means for peace, I am happy to see more people are joining in. The goal is create attention so that people realize this is a real problem without resorting to violent methods. The companies will probably answer that the boycott won't effect them so much, but that is not why its being done. I think that would be a naive answer, and dealing with "why" is the goal.
Jordan foreign minister says to speak with Kerry on Israel-Palestinian conflict (Reuters)
from the article: Boycotts and Divestment: A means to peace or a reason for a rift?