A Research On Consumer Boycott Behavıor: “The Case Of Istanbul Provınce”

Öz

In contemporary consumer society, individuals demonstrate purchasing behaviours that not only satisfy fundamental needs but also influence consumption preferences in a manner that aligns or responds to the practices adopted by commercial entities. In this regard, it is evident that consumers possess the capacity to exert a direct or indirect influence on business practices through their economic prowess. The objective of this study is to analyse the primary factors that precipitate consumer boycott behaviour, and the underlying values and rationales that shape this behaviour. The study's sample population is comprised of 179 participants residing in Istanbul. The data utilised in the present study were collected through the medium of an online questionnaire. In the analysis of the data obtained, Structural Equation Modelling (SEM) was utilised to test the research model, employing the IBM SPSS package program and its add-on, AMOS program. The findings of the research study indicated that consumers' perceptions of environmental values have a considerable impact on their propensity to engage in boycott behaviour. Conversely, social and cultural factors, ethical and moral considerations, and political motivations have been found to have no statistically significant impact on the phenomenon of boycott behaviour.

Anahtar Kelimeler

• Marketing
• Consumer Behaviour
• Consumer Boycott

Tüketici Boykot Davranışına Yönelik Bir Araştırma: “İstanbul İli Örneği”

Öz

Günümüz tüketicileri; yalnızca temel ihtiyaçlarını karşılamaya yönelik satın alma davranışları sergilemekle kalmayıp, aynı zamanda işletmelerin benimsediği uygulamaları destekleme ya da bu uygulamalara karşı tepki gösterme amacıyla da tüketim tercihlerini şekillendirmektedirler. Bu doğrultuda, tüketicilerin sahip oldukları ekonomik güç aracılığıyla, işletme uygulamaları üzerinde dolaylı ya da doğrudan etkide bulunabildikleri görülmektedir. Bu çalışmanın amacı, tüketici boykot davranışının arkasında yatan temel nedenleri ve bu davranışı şekillendiren nedenleri ve değerleri analiz etmektir. Çalışmanın örneklemini, İstanbul'da ikamet eden 179 katılımcı oluşturmaktadır. Araştırmada kullanılan veriler, çevrim içi olarak hazırlanan anket formu aracılığıyla toplanmıştır. Elde edilen verilerin analizinde, araştırma modelinin test edilmesi amacıyla IBM SPSS paket programı ve eklentisi AMOS programı kullanılarak, Yapısal Eşitlik Modellemesi (YEM) yöntemi ile analiz gerçekleştirilmiştir. Araştırma bulguları, tüketicilerin çevresel değerlere ilişkin algılarının boykot davranışı üzerinde anlamlı bir etkiye sahip olduğunu ortaya koymuştur. Buna karşılık, sosyal ve kültürel nedenler, etik ve ahlaki gerekçeler ile politik motivasyonların boykot davranışı üzerinde istatistiksel olarak anlamlı bir etkisinin bulunmadığı belirlenmiştir.

Anahtar Kelimeler

• Pazarlama
• Tüketci Davranışı
• Tüketici boykotu

Kaynakça

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