Turkish Consumers Research Articles

Investigating everyday sadistic consumption within dark tetrad

An experimental study on a non-WEIRD sample (N = 337; Turkish consumers) was conducted on how the traces of sadism can be empirically found in daily consumption behaviors. Intention to visit a tourist destination in which a cruel story presented for the experimental group (vs. control group) analyzed. It is found that sadism initially negatively predicts the intention to visit when controlling for other members of the dark tetrad; however, when a cruel story related to the destination is presented, this negative effect disappears. Further, when participants were asked to create a memoir about the destination, sadism predicted the intention to add the cruel story about the destination and share the memoir with others when controlling other members of the dark tetrad.

External and internal factors affecting collaborative consumption practices: insights from new-middle classes in an emerging market

Purpose This study aims to unravel the perceived barriers, and external and internal factors affecting the new middle-class Turkish consumers’ collaborative consumption practices (e.g. accommodation rental and ride-sharing services). Design/methodology/approach This study conducts semi-structured, in-depth interviews with 21 new middle-class consumers from Turkey. The qualitative data were analyzed with reflexive thematic analysis. Findings Findings show that environmental stimuli (economic crisis, transparent legal requirements, word-of-mouth, urban mobility, unique experiences, cosmopolitan thinking) affect organism factors (financial gains and psychological barriers such as difficulty in relying on service providers, guarded vulnerability, unfavorable brand image of local companies, conventional constraints). Organism factors affect the response of intention to engage in collaborative consumption. Practical implications Collaborative consumption services can integrate socially responsible projects into their lower-priced services giving signals of “unique,” “feeling at home” and “rely on”. This will help to overcome perceived barriers of conventional constraints, difficulty in relying on service providers and contribute to financial gains and unique experiences. Originality/value The extant literature focuses mainly on intrinsic and extrinsic motives without thoroughly investigating barriers and their connections to external and internal factors influencing collaborative consumption. This study answers the calls for further research on barriers, external and internal factors affecting collaborative consumption practices. Moreover, this study addresses the need for research on the collaborative consumption practices of middle-class consumers.

Understanding the influence of wine labeling attributes on consumer’s buying decision: a study in Turkey

PurposeThe aim of this study is to investigate, in the Turkish market, the elements on the front and back labels of wine bottles depicting the characteristics of the wines and their impact on the purchasing decisions of wine consumers in Turkey.Design/methodology/approachThe questionnaire consisted of 24 items that used a five-point Likert scale. Data were collected through a self-administered online survey completed by 340 participants. Following exploratory factor analysis with principal component analysis and varimax rotation, the number of factors was reduced to six: front and back-label consumer experiences, front label design elements, intrinsic cue information, back-label contents, storage/flavor profile and health warnings. The final section of the questionnaire presented five digitally designed front and back labels and asked participants to indicate their preferences.FindingsThe results indicated that reading/checking the front and back labels on wine bottles was more important than all other factors. Turkish consumers generally prefer traditional front label designs, while female consumers are more open to contemporary designs compared to male consumers. Back-label designs with more information are generally more acceptable, although female consumers with good wine knowledge may not consider food pairing, storage, or service information.Research limitations/implicationsThis research was designed only based on the elements of the front and back labels. The research should expand to include packaging characteristics such as bottle shape, bottle closure, price, and situational use.Practical implicationsThe findings of this study offer valuable insights for Turkish wine producers aiming to enhance their marketing strategies by customizing their wine label designs to better align with the market.Originality/valueThis study is the preliminary study to investigate Turkish consumers purchasing decisions based on the front- and back-label characteristics by using both verbal and visual elements.

The Influence of Social Control and Feelings of Guilt in a Religious Context on Consumer Boycotts

This article aims to investigate the impact of religious social control and guilt on the boycott against companies accused of supporting Israel in Turkey. By considering the influence of religion on social control and feelings of guilt, we explore how religious social control and guilt affect consumer boycotts, as well as the mediating role of religious guilt in the relationship between religious social control and consumer boycotts. A total of 200 valid questionnaires were collected from Turkish consumers who self-identified as religious and participated in boycotting relevant companies. Correlation, regression, and bootstrap analyses were performed using SPSS and AMOS to assess the relationships between variables. Empirical findings based on participants’ responses reveal that both religious social control and guilt significantly impact consumer boycotts. Consumer boycotts can profoundly affect a company’s profitability. Previous research on consumer boycotts has not examined the impact of self-enhancement factors, such as social control and guilt, on consumer boycotts. This study explores the effects of religious social control and guilt on consumer boycotts, as well as the mediating effect of religious guilt.

Status Consumption Effect on Moral Identity - Sustainable Consumption Relationship: Bittersweet, or Bitter-Only?

This study aims to explore how moral identity is connected to sustainable consumption and investigate how status consumption might influence this relationship. While moral identity has been recognized as an influencer in shaping sustainable behavior, the exact relational dynamics and predictive power of its two scopes—internalization and symbolization—remain largely unclear. On the other hand, understanding how people, especially in developing countries, behave sustainably and cut back on unsustainable consumption, is under studied despite its crucial importance for the future of their economies. Using self-concept theory as the theoretical framework, this paper’s goal is to investigate how collectivist mindset as an actual-self affect moral identity internalization and symbolization and how moral identity impacts sustainable consumption curtailment and buying behaviors of Turkish consumers. Additionally, this investigation looked at the moderating effect of status consumption on the moral identity-sustainable consumption relationship. The findings indicate that collectivist mindset influences moral identity dimensions and these dimensions significantly affect sustainable consumption buying and curtailment behaviors. Furthermore, the findings also imply that status consumption weakens the relationship among moral identity and sustainable consumption dimensions except the connection between moral identity symbolization and sustainable consumption buying behavior.

Unpacking product design awards: a qualitative inquiry into consumer perceptions and responses

PurposeThis paper aims to explore consumer perceptions of product design awards (PDAs) and their impact on consumer product evaluation and attitude formation about the award-winning product, the award-winning organization and the award-granting organization.Design/methodology/approachBased on the grounded theory approach, an exploratory qualitative study is conducted, using 16 semi-structured in-depth interviews with Turkish consumers through discussions on real-world examples.FindingsResults show that consumers develop emotional responses to PDAs (e.g. interest, curiosity and confusion), hypothesize reasons for products receiving awards and cite rewards as confirmation of their existing judgments about products. PDAs are perceived as extrinsic cues signaling quality and price, and their impact is increased when consumers feel that the award is based on functional feature superiority. Consumer responses to PDAs are also influenced by the perceived expertise of the award-granting organization and beliefs about the award-granting process. Finally, PDAs can lead to positive brand-perception outcomes, influencing consumer perceptions of the product company as resourceful, competent and prominent.Practical implicationsThis study shows that it is critical for companies to inform consumers about the specific features that resulted in a given product receiving a design award, as well as to provide information about the PDA itself.Originality/valueTo the best of the authors’ knowledge, this study is the first attempt to explore consumer perceptions of and reactions to PDAs, with significant implications for both the marketing managers of PDA-winning products and award-granting organizations.

Enhancing word of mouth in the quick service restaurants: role of perceived brand globalness and localness

PurposeDue to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this study aims to examine the influence of perceived brand globalness and perceived brand localness on consumer word of mouth through brand attitude by considering consumer ethnocentrism and perceived brand origin as moderators.Design/methodology/approachThis study obtained 750 responses from Turkish consumers through a survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.FindingsThis study discovered that perceived brand globalness and perceived brand localness are critical components that drive brand attitude, influencing consumers' WOM toward global and local QSR brands. Similarly, perceived brand globalness and perceived brand localness are important brand attributes influencing consumer WOM. Importantly, this study found the significant effects of perceived brand origin on brand attitude mainly toward perceived local brands compared to global QSR brands. Although this study did not uncover the influence of consumer ethnocentrism as expected. However, these insights may assist global and local managers to rethink their strategies toward Turkish consumer settings.Research limitations/implicationsThis study was conducted exclusively in Turkey. However, additional studies in other countries, such as the comparative Asian versus European consumers' perspectives, may be considered to generalize the findings.Practical implicationsThis study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.Originality/valueThis novel study contributes to the accessibility diagnostic theory and signaling theory by examining consumers' perceptions of local and global brands.

Impacts of the COVID-19 outbreak on food safety attitude, knowledge, and behavior

The potential impact of the virus on food safety during the COVID-19 outbreak has posed a critical challenge to governments, the food industry, and consumers worldwide. The aim of this study is to evaluate the knowledge, attitudes, and behaviors of adult people regarding food safety during the COVID-19 outbreak. It is a cross-sectional study which is based on internet survey data of 1049 residents from seven regions of Turkey. The survey includes questions about the level of knowledge and attitude toward food safety during the COVID-19 outbreak. It has been observed that over 90% of the participants have correct knowledge about what to do in food shopping during the COVID-19 process. 56.6% of the participants stated that COVID-19 can be transmitted through food or food packaging, 81.0% stated that food packages should be disinfected in order to be protected from COVID-19 and 37.7% stated that COVID-19 is more resistant than other bacteria or viruses. While the presence of gender (p = 0.748) and chronic disease (p = 0.181) does not affect the number of correct answers to questions about food safety during the COVID-19 process, education (p < 0.001) and age group (p < 0.001) do. Those who are in the COVID-19 risk group and those living with the individual(s) in the COVID-19 risk group (respectively; p = 0.036, p = 0.033). Turkish consumers had a high level of knowledge about food safety, positive attitudes, frequent hand hygiene, cleaning and sanitizing activities, and adherence to social seclusion standards when shopping or dining out.

The impact of the COVID-19 pandemic on fish and food perception, consumption, and purchasing behaviors of Turkish consumers

The fact that the coronavirus was detected in the Wuhan fish market has affected attitudes toward food, especially fish. This survey questioned the opinions and behaviours during and after lockdowns to understand the temporary and permanent effects of the pandemic. Respondents were concerned about virus transmission from food, especially during lockdowns (58%), while less concerned about transmission from fish (22.9%). Although the majority (57.1%) think that eating fish protects against the virus, they (˃60%) did not tend to consume more fish. Most respondents (49.6%) were concerned about food shortages and experienced food insecurity. Food consumption increased (58%) during lockdowns but decreased (29%) afterwards. Vegetables/fruits (51.4%), bakery (48.4%), grains/legumes (37.5%) consumption increased due to home cooking, and chicken preferred as animal protein. Although respondents preferred to buy online and packaged food, the majority (˃60%) were concerned about the freshness of online-ordered fish and did not prefer it (˃80%). Participants stocked food during the lockdowns (47.3%) but did not make it a habit afterwards. Respondents' answers showed that fish prices increased for budget during the pandemic. Findings will be helpful for the seafood sector and contribute to creating resilient and sustainable food environments that can better respond to future shocks that may affect humanity.

Turkish Consumers’ Purchase Motivation towards Erzurum Stuffed-Kadayif with Protected Geographical Indication (PGI) at the Dessert Retailers

Global climate change has rapidly changed consumers’attitude and behavior toward food products by affecting significantly their supply and demand. In this context, this study was planned to determine the main factors affecting Erzurum Stuffed-kadayif purchase motivation of Turkish consumers. The maim material of the research was obtained from 385 households residing in Erzurum, Turkey. Exploratory Factor Analysis and Two-step Cluster Analysis were used to explore Turkish consumers’ Erzurum Stuffed-kadayif purchase motivation at the dessert retailers. The results of the research highlighted that while consumers consuming this product at the local resteaurants satisfied fairly high from the food images under cultural integration, those consuming this dessert at the local patisseries also attituded a big importance to entrocentrism approach based on cultural integration. Similarly, consumers purchasing Erzurum Stuffed-kadayif as a ready-made local dessert from tle local manufacturer vendors tried to contribute considerably to sustainable food supply and consumption with entrocentrism approach under cultural integration. It should be improved appropriate positioning and segmentation strategies according to the purchase motivation of each consumer segment, and then they sould be implemented by policy makers.

Turkish Consumers’ Purchase Decisions towards Erzurum Stuffed-kadayif with Protected Geographical Indication at Dessert Retailers

Global climate change has rapidly changed consumers’ attitude and behavior toward food products by affecting significantly their supply and demand. In this context, the study was planned to determine the main factors affecting Erzurum Stuffed-kadayif purchasing decisions of Turkish consumers. The maim material of the research was obtained from 385 households residing in Erzurum, Turkey in 2021. Exploratory Factor Analysis and Two-step Cluster Analysis were used to explore Turkish consumers’ Erzurum Stuffed-kadayif purchase decisions at its retailers. The results of the research highlighted that while consumers consuming this product at the local restaurants or buying from the retailers satisfied fairly high from hedonic quality attributes under the sensory perception, those consuming the product at the local patisseries also provided a higher hedonism satisfaction by focusing on their willingness to consume healthy food. Similarly, consumers purchasing Erzurum Stuffed-kadayif from the local manufacturer stores tried to contribute considerably to sustainable food supply and consumption with entrocentrism approach by considering emotional food perception under food safety and security making possible to consume healthy food. Consequently, it should be improved appropriate positioning and segmentation strategies according to the purchase decisions of each consumer segment, and then they should be also able to implement.

Should luxury brands display their logos prominently? Implications for brand authenticity, coolness and behavioral intentions

PurposeExtant research captures the signaling and attitudinal effects of luxury brand prominence strategy; however, little is known about the underlying mechanisms that drive this effect. This study aims to uncover brand authenticity and brand coolness as parallel mediators driving the effects of brand prominence on luxury purchase intentions and explores the moderating role of consumers’ self-brand connection.Design/methodology/approachThe research consisted of three experiments. Study 1 (n = 121) explored the direct effects of brand prominence among Chinese consumers. Using a sample of Turkish consumers (n = 115), Study 2, measured the mediation effects of brand authenticity and brand coolness. Study 3 (n = 211) examined how self-brand connection moderated the mediation effects among British customers.FindingsA luxury brand prominence strategy leads to negative perceptions of coolness and authenticity and, in turn, reduces purchase intentions. The negative effect of brand prominence is even more pronounced among consumers with high self-brand connection.Research limitations/implicationsThe study elaborates on how brand prominence informs consumers’ perceptions of authenticity and coolness. In examining the role of self-brand connection, the study reveals a theoretically and managerially relevant boundary condition of this focal effect.Practical implicationsThe research highlights how luxury brands can use differing brand prominence strategies. This research informs brand managers on how to enhance brand authenticity and coolness while managing self-brand connection.Originality/valueThe study extends the luxury branding literature by explaining the brand prominence effect through the parallel mediators of brand authenticity and brand coolness. In contrast to extant research, the findings show that the negative effect of brand prominence is particularly strong among consumers with high self-brand connection.

The Psychological Underpinnings of Turkish Consumer Choices: Xenocentrism

This study examines psychological drivers influencing Turkish consumer choices, specifically Xenocentrism’s role in purchasing decisions. Analyzing data from 377 young, urban, educated respondents, the research explores the relationship between Xenocentrism, Animosity, and Product Judgment affecting the willingness to buy U.S. goods. Employing Structural Equation Modeling (SEM) and validated scales, the study challenges the conventional belief that Animosity toward a foreign country reduces purchase willingness. Findings indicate that Personal and National Animosity may coincide with or increase the propensity to purchase despite Product Judgments. This suggests a complex consumer decision-making paradigm, where Animosity is intertwined with identity assertion and perceived product quality. Results show Turkish consumers’ purchase intentions are grounded in product excellence, with perceived superiority shaping xenocentric buying preferences. The implications extend to rethinking consumer behavior models in emerging markets, accounting for the nuanced influences of Animosity, product evaluation, and global cultural narratives. This nuanced understanding of Xenocentrism contributes to the literature by delineating how consumer Animosity and global cultural narratives inform behavior in a post-truth world, providing actionable insights for both theorists and practitioners in the field.

Consumer Racism Against Syrian-Origin Health Services and Its Effect on Buying Behaviors: Turkish Case

In the study, it is aimed to determine how Turkish consumers evaluate the health services provided by Syrians, their willingness to buy these services, and whether there is a consumer racism tendency towards the services provided by Syrians in general. Within the scope of the research, the variables of consumer racism, willingness to buy and service judgment are determined. Data are collected from 302 participants in Yenişehir district of Mersin province by convenience sampling method. The hypotheses developed within the scope of the research are tested by applying the structural equation model and hierarchical regression analysis. According to the results, it is seen that consumer racism affects service judgment and willingness to buy services negatively, while service judgment positively affects service willingness to buy. It is determined that the variables of service judgment and importance of outcome have a mediating role in the relationship between consumer racism and willingness to buy services, while the level of interaction variable has no moderating role in this relationship.

Analysis of omni-channel implementations that are preferred by consumers in clothing sector

Abstract The omni-channel strategy, which presents a continuous purchasing experience to consumers and which provides the full integration of different channels, promises the consumers an effortless, simple, and issueless buying process. In this context, this study aimed to analyze the consumer-preferred omni-channel implementations in clothing sector. At the same time, it also aimed to make suggestions, which are based on consumer desires, to clothing producers and marketers in the light of the obtained findings. An online survey is conducted to volunteer Turkish citizens, who are at the age of 18 or elder and who are the residents of Türkiye, in order to be able to obtain the data, which are used within the scope of this study. The relationships between omni-channel implementations are analyzed using statistical methods, such as exploratory factor analysis, t-test, and analysis of variance, on the basis of clothing sector. According to the obtained study results, Turkish consumers give great importance to omni-channel strategy and its elements. More specifically, they give great importance to the integration between physical and online channels, and they prefer a full information, customer services, and price integration between channels. The study results indicate that the consumers are aware of the advantages of omni-channel strategy and they demand these factors from enterprises, brands, and retailers. The study is detailed and comprehensive on the basis of both scope and used methods. All studies are designed on the basis of clothing sector, and all analyses and evaluations are actualized on this basis. In this context, this study differs and individuates from the other studies in the literature due to these aspects. This study both contributes to the deficiencies in sector’s marketing and retailing areas and to the fulfillment of gap within the literature.

The Mediating Role of Country of Origin Effect in the Effect of Consumer Ethnocentrism on Café Preference

This research aims to investigate the mediating role of the country of origin effect (COO) in the relationship between consumer ethnocentrism (CE) and cafe preference. Consumer ethnocentrism refers to the extent to which consumers exhibit a preference for domestic products over foreign ones. The country of origin effect suggests that consumers’ evaluations and perceptions of a product are influenced by its country of origin. In the context of the cafe industry, this study examines whether consumer ethnocentrism influences Turkish/American cafe preference, and whether this relationship is mediated by the country of origin effect for Turkish consumers who live in Rize. The findings revealed that CE has an effect on both COO and cafe preference. COO has a direct effect on cafe preference and mediation role in the effect of consumer ethnocentrism on cafe preference. The result indicating that the country of origin effect of Turkish consumers has a positive impact on both Turkish and American cafe preferences suggests that Turkish consumers may have a favorable view of both Turkish and American cafes based on their perceived country of origin.

Evaluation of nutrition label reading habits and knowledge levels among Turkish consumers: Implications for healthier food choices

&lt;b&gt;Objectives:&lt;/b&gt; Nutrition labels are increasingly seen as a crucial strategy to combat diet-related chronic diseases, especially obesity. This study, it is aimed to evaluate the nutrition label reading habits of Turkish consumers and their knowledge levels about nutrition labels and claims.&lt;br /&gt; &lt;b&gt;Method:&lt;/b&gt; The population of the research consists of 1,195 volunteers, 597 males and 598 females, aged between 18-65 years. The data of the study were collected using a face-to-face interview technique through a questionnaire. With the questionnaire form, descriptive information of individuals, reading habits of nutrition labels, information about nutrition label content, and preferred information and statements on nutrition labels were questioned.&lt;br /&gt; &lt;b&gt;Results:&lt;/b&gt; In the study, it was found that the rate of reading the packaging information, the need to research an ingredient in its composition after reading the nutrition label (p&amp;lt;0.001) and hearing some terms used frequently in the food industry (such as colorants, preservatives, sweeteners, etc.) (p&amp;lt;0.05) of those who find the label information important when purchasing food is higher than those who do not find it important in both genders and total participants. In addition, in the study, it was determined that those who knew the nutrition claims on the nutrition labels in all groups prefer more some nutrition claims such as “reduced energy” and “trans-fats free” among the most read nutrition claims (p&amp;lt;0.001).&lt;br /&gt; &lt;b&gt;Conclusions:&lt;/b&gt; These results suggest that instilling the importance of reading nutrition labels and teaching nutrition claims to individuals in the community may be a cost-effective intervention to encourage consumers to make healthier food choices and acquire healthier eating habits.

How Pro-Environmental and Saving Behaviours Determine Organic Product and Second-Hand Product Purchase Intentions: A Study in Turkey

The study focuses on sustainable consumption, which has recently gained popularity. The study seeks to ascertain the effects of pro-environmental behaviour and saving behaviour, both of which are constructs of sustainable consumption behaviour, on the organic and second-hand product purchase intention. Convenience sampling method was used in the collection of data, in which any consumer could participate, and the data were collected with a prepared online questionnaire. According to the findings of the study conducted on 595 Turkish consumers, pro-environmental behaviour and saving behaviour have positive effects on second-hand product purchase intentions, while pro-environmental behaviour has a positive effect on organic product purchase intention and saving behaviour has a negative effect on it. These findings make significant contributions to the literature and practice of sustainable consumption.

A Comparative Study of Conspicuous Consumption and Consumer Decision-making Styles among Turkish Consumers

The purpose of this study is to explore the effect of conspicuous consumption and the decision-making styles on Turkish consumers. The study also examines the comparison and of the conspicuous consumption and decision-making styles in the society and what the driven forces that impacts the consumers decision making and conspicuous attempts when intending to purchase. This study also illustrates the understandings of the relativity, comparison and differences between the conspicuous consumption and decision-making styles by understanding the directions and different aspects of consumer behaviours, this helps to generate important directions for future research in the future.

Modeling of Sensory Properties of Poppy Sherbet by Turkish Consumers and Changes in Quality Properties during Storage Process.

Poppy is an important edible plant containing bioactive components. This study aimed to produce good-tasting poppy sherbet by determining the content using a response surface methodology (RSM). At the same time, bioactive components, phenolic compounds, and color properties were investigated in optimum poppy sherbet during storage; 0.26 g of dried corn poppy flowers, 0.15 g of citric acid, and 4.29 g of sucrose values were the most promising, achieving high scores for color, smell, taste, and general acceptance from sensory properties (sensory score of 8.55 for color; 7.19 for smell; 8.38 for taste; 7.98 for general acceptability). A total of nine polyphenols were detected in the optimum poppy sherbet sample; gallic acid was the most common. There was no statistically significant difference between the samples stored on the 0th and 30th days regarding gallic acid content (23.886 ± 0.164 μg/mL, 23.403 ± 0.343 μg/mL) and protocatechuic acid (1.146 ± 0.048 μg/mL, 1.047 ± 0.038 μg/mL). Total flavonoid contents (TFC), total phenolic contents (TPC), CUPRAC (cupric ion reducing antioxidant capacity), DPPH (e free radical diphenylpicrylhydrazyl), total monomeric anthocyanin (TAC), and color values were found to decrease as the storage period increased. It was considered that a highly palatable and rich bioactive component product could be obtained.