In addition to making purchases to meet their needs, today's consumers can increase or decrease their purchasing amounts in order to support businesses whose business policies they like or, on the contrary, to penalize businesses whose business policies do not like. If consumers' evaluations about business practices are completely negative, they may stop purchasing business products. Thus, consumers are effective on business practices with their economic power. The aim of this study is to determine the determinants of consumer boycott behavior and to analyze whether word-of-mouth has a mediating effect between determinants and boycott behavior. The sample of the study consists of 418 participants living in the Marmara region. The data used in the analyzes were collected through an online survey. Structural Equation Modeling (SEM) was used to test the research model. It has been determined that consumers' perceptions of environmental value, ethical values and political efficacy thoughts have an impact on boycott behavior. It has been determined that word of mouth, which is a mediator variable, has a mediating effect of variables of environmental value perception, ethical value perception and political efficacy on boycott behavior.
: 24 Ağustos 2020
|APA||Öztürk, A , Nart, S . (2021). TÜKETİCİ BOYKOT DAVRANIŞININ BELİRLEYİCİLERİ ÜZERİNE BİR ARAŞTIRMA: AĞIZDAN AĞIZA İLETİŞİMİN ARACILIK ROLÜ . Elektronik Sosyal Bilimler Dergisi , 20 (78) , 660-687 . DOI: 10.17755/esosder.784595|