Betül BALIKÇIOĞLU, Akın KOÇAK, Alper ÖZER

ŞİDDET İÇERMEYEN BİR EYLEM OLARAK DOLAYLI TÜKETİCİ BOYKOTLARININ OLUŞUM SÜRECİ VE TÜRKİYE İÇİN DEĞERLENDİRME

Yeni toplumsal hareketlerin bir türü olarak tüketicilerin bir işletmenin ve/veya bir ülkenin uygulamalarına karşı tepki amaçlı olarak, o işletmenin ve/veya ülkenin ürünlerini almama kararı olarak ifade edilebilecek tüketici boykotları son yıllarda işletme ve pazarlama literatüründe ağırlıklı olarak ele alınmaya başlayan konulardandır. Dolaylı tüketici boykotunun oluşumunda; tüketici etnosantrizmi, etnosatrik eğilimi oluşturan milliyetçilik, vatanseverlik ile düşmanlığın dolaylı boykotun oluşum sürecinde önemli etkilerinin oluğu düşünülmektedir. Bunun yanında bireyin boykotun başarısı konusundaki değerlendirmesi, ağızdan ağıza iletişim ile boykota konu olan ürünün günlük yaşamdaki gerekliliği ve/veya alternatiflerinin bulunabilirliği de boykot kararında etkili olmaktadır. Ayrıca marka ile üretim yeri kökenlerindeki farklılık da boykot kararına etki yapmaktadır. Bu çalışmada iki ülke arasındaki sorunlara veya bir ülkenin uygulamalarına tepki amaçlı olan dolaylı tüketici boykotunun oluşum süreci tartışılarak, Türkiye özelinde konunun değerlendirmesi yapılmaktadır.

Anahtar Kelimeler:

Tüketici boykotu, dolaylı tüketici boykotu, etnosantrizm, marka kökeni, ağızdan ağıza iletişim

Şiddet İçermeyen Bir Eylem Olarak Dolaylı Tüketici Boykotlarının Oluşum Süreci Ve Türkiye İçin Değerlendirme

Keywords:

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