- Econharran
- Vol: 7 Issue: 12
- The Effect of Country of Origin and Brand Origin on Consumer Boycotts: The Mediating Effect of Produ...
The Effect of Country of Origin and Brand Origin on Consumer Boycotts: The Mediating Effect of Product Evaluation
Authors : Dursun Yener
Pages : 1-13
View : 29 | Download : 23
Publication Date : 2023-07-28
Article Type : Research Article
Abstract :Consumer boycotts are a situation that every business can face today. Research on consumer boycotts, which is an important issue in the marketing literature, mostly determines the motivation of consumers to participate in boycotts. In this study, country origin, brand origin and product evaluation factors were examined as factors affecting participation in consumer boycotts. In the analysis of this effect, the product evaluation factor was considered as a mediator variable. In the research, France, Italy and Denmark were chosen among the countries that Turkish consumers boycotted for various reasons in the past. The analyzes and research model were tested separately for these 3 countries. As a result of the factor analysis, country of origin was divided into 2 factors and consumer boycotts were divided into 3 factors. Consumers over the age of 18 who have participated in any consumer boycott constitute the main population of the research. The sample size number consists of 1077 people. Convenience sampling method was used in the selection of the sample. Research participants live in Istanbul. As a result of the research, it was confirmed for Italy and France that the country of origin had an effect on the intention to boycott, but it could not be found for Denmark. The effect of brand origin is effective in Italian products. It has been determined that the product evaluation factor has a partial mediating effect in the effect of country of origin and brand origin on participation in consumer boycotts.Keywords : Tüketici Boykotları, Ülke Menşei, Marka Menşei, Ürün Değerlendirme