Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq

• Published in: The Journal of consumer affairs Vol. 55; no. 2; pp. 504 - 523
• Main Author: Ali, Bayad Jamal
• Format: Journal Article
• Language: English
• Published: Malden, USA Wiley Periodicals, Inc 01.07.2021; Blackwell Publishing Ltd
• Subjects: Boycotts; Conflict; consumer animosity; consumer boycott; Consumers; Internet; Kurdish people; Motivation; Participation; product judgment; Statistics; Structural equation modeling; Iraq
• ISSN: 0022-0078; 1745-6606
• DOI: 10.1111/joca.12350

This study aims to investigate the impact of Turkish–Kurdish political relations on Kurdish consumers' behavior toward Turkish products. The following variables were included as predictors: consumer animosity, boycott participation, boycott motivation, and product judgment. An online survey was conducted to collect the data; it attracted 1,100 participants. Seven hypotheses were tested using descriptive statistics, correlation coefficients, and structural equation modeling. The study findings show that consumer animosity has a significant impact on boycott participation, motivation, and product judgment. Purchase readiness is significantly affected by product judgment and boycott participation. Purchase aversion is significantly impacted by boycott participation and boycott motivation. This study gives insight into a conflict that has not been previously covered; to the best of our knowledge, it is the first to examine the consumers' perspective on the on the Turkish–Kurdish conflict.