BOYKOT EĞİLİMİ VE ETNOSENTRİZM EĞİLİMİ: DİNİ ÖNEM DEĞERİ AÇISINDAN KARŞILAŞTIRILMASI

Öz

Bu çalışmada Müslüman tüketiciler arasındaki etnosentrizm ve boykot eğilimleri incelenmekte ve dini önem düzeyinin bu davranışları nasıl şekillendirdiği üzerinde durulmaktadır. Nicel yaklaşım belirlenen çalışmada 347 katılımcıya tesadüfi olmayan örnekleme yöntemi ile anket uygulanmıştır. Toplanan veriler din gibi filtrelerle temizlenerek elde kalan toplam 294 veri ile analizler gerçekleştirilmiştir. Sonuçlar, dinin önemi arttıkça hem etnosentrik hem de boykot eğilimlerinin arttığını ortaya koymaktadır. Dikkat çekici olan, her iki eğilimin de yüksek dindarlık düzeylerinde daha güçlü olmasıyla birlikte, boykot eğilimlerinin etnosentrizm eğilimlerine göre anlamlı derecede daha yüksek olmasıdır. Ancak boykotlar kalıcı olmasa da etnosentrizm kalıcıdır ve bu bakış açısından çalışma önemli pazarlama çıkarımları sunmaktadır: pazarlamacılar, dindar tüketicilerin ahlaki ve etik değerleriyle uyumlu kurumsal sosyal sorumluluk, şeffaflık ve ahlaki temelleri vurgulayan stratejiler geliştirmeli ve yabancı ürünlere yönelik boykot davranışını, yerli ürünleri kasıtlı olarak kullanmaya yönelik tüketici etnosentrizmi haline dönüştürmeye çalışmalıdır.

Anahtar Kelimeler

• Dini Önem
• Boykot Eğilimi
• Etnosentrizm Eğilimi

BOYCOTT TENDENCY VS ETHNOCENTRISM TENDENCY: COMPARISON OF BOTH IN TERMS OF RELIGIOUS IMPORTANCE VALUE

Öz

This study examines ethnocentrism and boycott tendencies among Muslim consumers, focusing on how the level of religious importance shapes these behaviors. Using a quantitative approach with a non-random sampling method, a survey was conducted with 347 respondents. Collected data cleaned with filtration such as religion and total 294 responses left to use in the analysis. The results reveal that both ethnocentric and boycott tendencies increase as the importance of religion grows. Notably, while both tendencies are stronger at higher levels of religiosity, boycott tendencies are significantly higher than ethnocentrism tendencies. However, while boycotts are not permanent, ethnocentrism is, and from this perspective the research offers important marketing implications: marketers should develop strategies by emphasizing corporate social responsibility, transparency, and moral foundations which are compatible with the moral and ethical values of religious consumers and try to transform boycott behavior toward foreign products into ethnocentrism toward intentionally using domestic products.

Anahtar Kelimeler

• Religious Importance
• Boycott Tendency
• Ethnocentrism Tendency

Kaynakça

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