The relationship between consumer animosity and consumer boycotts participation: The mediating effect of consumer ethnocentrism
- Tüketici Boykotu, Tüketici Etnosentrizmi, Tüketici Düşmanlığı
- Consumer Boycotts, Consumer Ethnocentrism, Consumer Animosity
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Copyright (c) 2022 Dursun Yener
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Consumer boycotts have an important place in the marketing literature. It means that consumers cooperate to fulfil their demands from businesses by using their purchasing power. However, many factors affect the participation of consumers in boycotts. In this study, the effect of consumer animosity on the intention to participate in boycotts was investigated. In addition, the mediating role of consumer ethnocentrism in the relationship between variables was examined. The research sample population consists of 967 people older than 18 years old living in Istanbul and have participated in a consumer boycott at least once. The data were collected face to face with a research form consisting of closed-ended questions. SPSS and Jamovi software were used in the analysis of the data. According to the study's findings, consumer animosity has a positive impact on consumers' willingness to participate in boycotts. Furthermore, consumer ethnocentrism also has a positive impact on boycott intentions. Therefore, it has been determined that consumer ethnocentrism has a full mediation effect.
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