Turkish Consumers Research Articles

The impact of the COVID-19 pandemic on eating and food shopping habits

Objective: This study aimed to investigate the effect of the COVID-19 pandemic on eating and food shopping habits among the Turkish adult population. Material and method: Demographics, eating and food shopping habits, and food label reading habits of the participants were collected via online surveys. Coronavirus anxiety was assessed using the Coronavirus Anxiety Scale. The survey was conducted from November 2021 to the end of January 2022. Student's t-test was used to determine the statistical difference between quantitative variables. Chi-Square and Marginal Homogeneity Tests, depending on the number of categories, were used to determine the difference between qualitative variables. Results and discussion: Unpackaged food consumption decreased during the pandemic. More than half of the participants started to pay more attention to food labels, spend less time for grocery shopping, and started using nutritional supplements. The changes in eating, grocery shopping, and food label reading habits among Turkish consumers during the pandemic have been demonstrated.

Turkish Consumers’ Perceptions of Organic Milk and the Factors Affecting Consumption: The Case of Kocaeli, Türkiye

The supply of organic products is critical in ensuring sustainable consumption in the face of increasing world population. The increasing awareness of individuals about healthy eating and re-liable food also increases the demand for organic products. The most commonly consumed product group among organic products, after fruits and vegetables, is milk and dairy products. This study aims to determine the perception of organic milk and the factors affecting organic milk consumption by consumers in the city center of the Kocaeli province. The data of the study were collected from 384 consumers with a survey using proportional sampling. The primary material of the study consisted of the data collected by the face-to-face survey method from milk consumers living in the center of Kocaeli province. The study demonstrated their sociodemographic structure with frequency distributions in the data obtained. In addition, statistical analysis methods, such as the chi-squared test and t-test factor analysis, were used for data evaluation. According to the research results, the rate of organic milk consumers was 78.91%. In addition, consumers stated that organic milk was expensive, tasty, and not widely available. Moreover, the most commonly consumed organic dairy products were yogurt, butter, and cheese. The factors influencing consumers about organic milk consumption were price, availability, reliability, and awareness. Increasing the consumption of organic milk is critical for ensuring sustainable consumption and the health of future generations. These results clearly demonstrate that we can increase organic milk consumption in Türkiye and create a fairer and more sustainable organic milk market by ensuring producers follow policies supporting organic milk production, investing in education, and organizing awareness programs for Turkish consumers.

Can in vitro meat be a viable alternative for Turkish consumers?

High meat consumption places a heavy burden on the environment. This study aimed to highlight the practices of Turkish consumers in consuming red meat and to understand their attitudes toward in vitro meat (IVM). The relationships between red meat consumption rationalization, attitudes toward IVM, and intentions to consume IVM were examined for Turkish consumers. It was found that Turkish consumers' attitudes toward IVM were averse. Even if the respondents considered IVM a viable alternative to conventional meat, they did not consider it ethical, natural, healthy, tasty, or safe. Additionally, Turkish consumers did not evince interest in regular consumption or intention to try IVM. Although various studies have focused on consumers' attitudes toward IVM in developed economies, the current study is the first attempt to understand the phenomenon in the Turkish market as an emerging economy. These results provide important information for researchers and stakeholders in the meat sector, such as manufacturers and processors.

Türk Süpermarketlerindeki İthal Balıklarda Zoonotik Anisakis Larvalarının Varlığına İlişkin Devam Eden Veriler: Dondurulmuş Atlantik Uskumru (Scomber Scombrus) ve Füme Atlantik Somonu (Salmo Salar)

Anisakis pegreffii and A. simplex sensu stricto (s.s.) are the main etiological agents causing human anisakiasis. Here, we aimed to investigate based on the pepsin digestion method of the occurrence of Anisakis larvae in imported deep-frozen whole Atlantic mackerel (Scomber scombrus) from FAO 27 to Turkey and smoked Norwegian farmed Atlantic salmon fillets (Salmo salar) between 2018 and 2019. A total of 100 whole Atlantic mackerel and 180 Atlantic salmon fillets were randomly sampled from local Turkish supermarkets. No Anisakis larvae were detected in smoked Atlantic salmon fillets. In total, 827 Anisakis larvae were found in mackerel, and the prevalence was 68% (68/100). The mI and mA of Anisakis larvae in mackerel were 13.1 and 8.2, respectively. Whereas the 95.28% (788/827) of the Anisakis larvae were found in abdominal cavity/viscera, the 4.72 % (39/827) of the larvae in the muscle. The prevalence and mI of Anisakis larvae in the abdominal cavity/viscera and muscle of mackerel was 63.0% (63/100) and 42.0% (42/100), and 12.5 and 0.9, respectively. The subsample of 100 larvae was molecularly identified by ITS RFLP patterns. The 99 (99.0%) larvae were identified as A. simplex (s.s.), and 1 (1.0%) larva was A. pegreffii. Consequently, there is low or no risk of anisakiasis in smoked farmed Atlantic salmon for Turkish consumers. The 42.0% prevalence of zoonotic Anisakis species larvae in imported Atlantic mackerel fillets could have public health risk in Turkish consumers for anisakiasis or allergy.

Green Marketing and Attitude Affect the Consumer Buying Behavior of Green Product in Turkey

Consumers are increasingly looking for natural goods to live more sustainably and healthily in recent years. As a result, firms have begun aligning their strategies with sustainability by emphasizing their production of natural products that are both beneficial for health and environmentally sustainable. However, there is a risk of deceptive claims being made. This is study focuses on determining consumer buying behavior regarding green products in Turkey, with an emphasis on the effect of green marketing and attitude on consumer buying behavior. The study integrates fundamental theoretical approaches to consumer buying, such as the theory of planned behavior (TPB), in a modified conceptual framework. A survey of 385 Turkish consumers knowledgeable about environmentally friendly green products was used to gather data, which was then analyzed using the SPSS 26 software. The results show that green marketing and attitudes have a significant influence on Turkish customers' consumer buying behavior.The findings of this study offer insight into theoretical approaches to consumer buying behavior for researchers and academicians and provide guidance for marketers in devising green marketing strategies to achieve optimal competitive advantage.

Pro-Environmental Conclusions of Consumers' Enduring Involvement with Recycled Products: Eco-Aware Purchasing Behavior and Psychographics

The environmental awareness movement that started towards the end of the twentieth century has continued expanding. Recycling, or reusing waste materials as raw materials in manufacturing with varied methods, is an essential subject for today's society and the business world. Operating eco-friendly is the primary concern of green, social, and sustainable marketing. According to scholars, environmental sustainability should not be an individualistic concern for a person or a government; instead, it should be a global consideration. Recycling and environmental issues are also essential topics in Türkiye. Related to the constantly growing volume of processed waste and the disposal and recovery facilities in Türkiye, this empirical study aims to contribute to this challenging global subject to clarify Turkish consumers' involvement with recycled products and the impacts of their participation on their pro-environmental behavior. The moderating effect of sociodemographic variables on the bond between personal involvement and pro-environmental behavior is also questioned in this inquiry. A descriptive study is realized via an online questionnaire distributed to 422 participants. A structural equation model is constructed, and the hypotheses are tested with AMOS 21. The personal significance and hedonic involvement components of the personal involvement inventory influence consumers' pro-environmental purchasing activities and psychographics. Gender, age, marital status, education, profession, and family size moderate the bond between personal involvement and consumers' pro-environmental behavior for the examined sample in Türkiye.

HOW SOCIAL MEDIA AFFECTING THE CONSUMER BEHAVIOR: THE CROSS-NATIONAL COMPARISON

As early as twenty years ago, social media (SM) entered and integrated into people’s lives by becoming an essential part that can’t be separated, hence having a great impact on them, especially on the consumers. Besides, marketers strategically utilize SM to reach audiences and potential consumers since SM became one of the best mediums for attracting consumers by suppressing all traditional communication methods. Thus, this study aims to reveal the effect SM has on consumers and their online behavior from a cross-cultural perspective. Hence, it has been hypothesized that two main factors electronic word of mouth (E-WOM) and SM adverts have been impacted by independent factors. Online decision-making styles of consumers, which is a stereotyped form of consumer behavior (CB), are another question to answer. It has been hypothesized that online CB and consumers’ decision-making styles differ in foreign countries due to cultural factors impacting it. This study uses data from a survey of 300 Turkish consumers in Turkey and 250 Russian consumers in Russia. According to the data, 55.7% of the Turkish and 56.4% of Russian participants reported having purchased some products after a month of exposure to these ads. Both Turkish and Russian consumers don’t follow the suggestions of phenomenon/influencers. However, the rate of confidence in online reviews is higher in Turkey than in Russia.

Investigating Status Consumption, Fashion Orientation and Social Comparison as the Trigger Factors of Online Compulsive Buying

This paper presents a theoretical framework which asserts online compulsive buying as a function of several post-modern consumption pattern like status consumption, fashion orientation and social comparison. For this purpose, aim of this paper is to investigate the role of status consumption, fashion-oriented consumption tendency and social comparison on online compulsive buying behavior among Turkish consumers. In order to realize multiple-regression analysis, necessary data were collected from 601 participants via online questionnaire. According to the findings of the analysis, online compulsive buying is affected by the four dimensions of fashion-oriented consumption, which are anti-fashion attitude, fashion leadership, fashion interest and the importance of being well-dressed. Moreover, status consumption and social comparison has also a significant influence on online compulsive buying This paper discusses the results regarding the marketing applications and consumer research literature.

Changes in the Current Patterns of Beef Consumption and Consumer Behavior Trends-Cross-Cultural Study Brazil-Spain-Turkey.

This cross-cultural study aimed to determine the main factors behind potential changes in eating habits by analyzing changes in the patterns of beef consumption currently observed in Brazil, Spain, and Turkey. To achieve this aim, 412 regular beef consumers from Brazil, 407 from Spain, and 424 from Turkey answered a self-administered questionnaire. The study surveyed the effects of economic factors, switching from beef to other sources of protein, aspects of credence, health-related concerns, the influence of lifestyle on beef consumption patterns, and purchasing decision factors. The most important factors that changed consumer behavior and resulted in a decrease in consumption, mostly among Brazilian and Turkish consumers, were the economics and accessibility of the products. Beef was replaced by other alternative sources of protein that were likewise derived from animals. The consumers whose purchasing intentions were most significantly influenced by credence factors (e.g., indiscriminate use of agricultural products, substandard animal welfare requirements, among others) were Brazilian and Turkish and, to a lesser degree, Spanish consumers. Lifestyle factors (e.g., consumption of out-of-home meals, available time to cook, among others) were demonstrated to alter consumption patterns and therefore must be carefully considered by the industry, taking into account cultural differences and consumer needs. The population under investigation considered that eating beef had no impact on their health.

Evaluation of Turkey s Agricultural Support Policies in Terms of World Trends

The agricultural sector seems to be overshadowed by the services sector in the globalizing world, but it still maintains its importance. Because agricultural products will continue to meet the basic needs of countries in the future as they do today. The most important problem faced by the sector, which is so important, is that it is overly affected by climatic conditions and the low income of the farmers operating in this field. Because of these features, agriculture has been a sector supported by various tools. The aim of this study is to reveal the evaluation of Turkey's agricultural support policies in terms of world trends implemented the world and to make necessary inferences by evaluating Turkey's agricultural support policies in terms of world trends in this context. For this purpose, agricultural support policy trends of the EU and USA were examined in this study. The main material of this study consisted of previous studies on the subject and material obtained from the web pages of the relevant institutes. The study was carried out as a compilation of studies containing analyzes and thoughts about the current situation and future of agricultural support policy trends in line with the determined purpose. Of the observed countries, only the United States has a positive CSE, that meaning its consumers are not taxed. On the other hand, Turkey recorded the highest negative CSE values in the observed period, which means that Turkish consumers are taxed the most.

Consumers' Acceptance of Online Grocery Shopping in a Pandemic Situation: An Extended Technology Acceptance Model Perspective

This study aims to understand the mechanisms of consumers’ online grocery shopping (OGS) acceptance in the current COVID-19 pandemic. Through this perspective, an extended technology acceptance model is employed by including the fear of COVID-19 factor to reveal the extent of the Turkish consumers’ acceptance of OGS. We have tested the proposed research model on 455 survey participants living in various cities of Turkey. Structural equation modeling is employed to test the eleven research hypotheses. The results indicate that perceived ease of use, perceived usefulness, and attitude are valid predictors of OGS acceptance. Besides, the fear of COVID-19 negatively moderates these relationships. By revealing these empirical results, this study provides some useful insights into our understanding of the acceptance mechanisms of OGS processes in a pandemic situation. We hope to pinpoint the underlying reasons for the vast expansion of OGS among Turkish customers in pandemic times.

How Color-Harmony on a Food Plate Affects Consumers Perceptions

The aim of the present research was to explore consumers’ color-harmony preferences on a food plate in relation to four different criteria; aesthetics, taste, healthiness, and satiety. With respect to this aim, four different food plates were designed based on four color-harmony types used in fine arts – analogous, complementary, triadic and quadratic. The sample of the study consisted of 1.162 participants from Turkey who responded to an online survey including pairs of color-combinations and reported their preferences in terms of the selected criteria. The results were analyzed using Cochran’s Q Test and Scheffe Test. The results clearly demonstrated that people respond differently to meals comprising of different color-combinations. One major finding was that people seemed to find quadratic food-color harmony as the least tasty and healthy food even though they found it aesthetics. In correspondence to the results of several other studies, the present study found that attractiveness of food plates could be increased through the use of more colors to a certain level. Food plates with quadratic color-harmony were detected to be the least tasty and healthy and less filling by Turkish consumers.

Attitudes and Behaviors of Turkish Consumers Regarding the Olive Oil Consumption

Bu çalışmanın amacı, Türk tüketicilerinin Akdeniz diyetinin önemli bir parçası olan zeytinyağı tüketimine ilişkin tutum ve davranışlarını ortaya koymak, zeytinyağının duyusal özelliklerinin tüketiciler üzerindeki etkisini ölçmek ve bu konudaki farkındalıklarını ve tutumlarını belirlemektir. Literatür araştırması doğrultusunda, tüketicilerin zeytinyağı tercihinde en çok önem verdiği özellikler ve zeytinyağı satın alma/tüketim sıklığı Türkiye'de sıklıkla mutfaklarda kullanılan zeytinyağının önemi ve mevcut durumu göz önünde bulundurularak, tüketicilerin zeytinyağı tercihinde etkili olan parametreleri değerlendirmek için incelenmiştir. Zeytinyağı tüketim ve satın alma sıklığı, ambalaj tercihi, duyusal özelliklerin önemi gibi anket soruları hazırlanmış ve anket çalışması tasarlanmıştır. Bu anket çalışmasında tüketicilerin demografik ve sosyo-ekonomik yapıları da dikkate alınmış ve elde edilen verilerin demografik özelliklerine (cinsiyet, yaş, eğitim, gelir düzeyi) göre farklılık gösterip göstermediği istatistiksel olarak tespit edilmiştir. Belirlenen tasarım doğrultusunda "VETİ" programı ile hazırlanan anket Türkiye'de yaşayan 272 kişiye uygulanmıştır. Anketin istatistiksel analizi SPSS paket programı ile gerçekleştirilmiş, verilerin analizinde frekans dağılımı ve Ki kare Öz
 Bu çalışmanın amacı, Türk tüketicilerinin Akdeniz diyetinin önemli bir parçası olan zeytinyağı tüketimine ilişkin tutum ve davranışlarını ortaya koymak, zeytinyağının duyusal özelliklerinin tüketiciler üzerindeki etkisini ölçmek ve bu konudaki farkındalıklarını ve tutumlarını belirlemektir. Literatür araştırması doğrultusunda, tüketicilerin zeytinyağı tercihinde en çok önem verdiği özellikler ve zeytinyağı satın alma/tüketim sıklığı Türkiye'de sıklıkla mutfaklarda kullanılan zeytinyağının önemi ve mevcut durumu göz önünde bulundurularak, tüketicilerin zeytinyağı tercihinde etkili olan parametreleri değerlendirmek için incelenmiştir. Zeytinyağı tüketim ve satın alma sıklığı, ambalaj tercihi, duyusal özelliklerin önemi gibi anket soruları hazırlanmış ve anket çalışması tasarlanmıştır. Bu anket çalışmasında tüketicilerin demografik ve sosyo-ekonomik yapıları da dikkate alınmış ve elde edilen verilerin demografik özelliklerine (cinsiyet, yaş, eğitim, gelir düzeyi) göre farklılık gösterip göstermediği istatistiksel olarak tespit edilmiştir. Belirlenen tasarım doğrultusunda "VETİ" programı ile hazırlanan anket Türkiye'de yaşayan 272 kişiye uygulanmıştır. Anketin istatistiksel analizi SPSS paket programı ile gerçekleştirilmiş, verilerin analizinde frekans dağılımı ve Ki kare testleri kullanılmıştır. Bu anket çalışması sonucunda, Türk tüketicilerin kendilerine yöneltilen sorulara verdikleri yanıtlara göre, incelenen demografik değişkenlere, "cinsiyet", "yaş" ve "eğitim durumu" ve "gelir düzeyi"ne göre istatistiksel farklılıklar bulunmaktadır.

Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? A mixed methods study

AbstractThe study tested a celebrity endorsement model to investigate the direct and indirect influences of celebrity attachment on brand loyalty across two culturally distinct countries: The United Kingdom and Turkiye. The survey was completed by 626 respondents and the data were analyzed using structural equation modeling. The findings show that celebrity attachment positively influences actual self‐congruence, ideal self‐congruence, brand quality, and brand attachment. Brand attachment mediates the effect of celebrity attachment on brand loyalty. Furthermore, the effectiveness of the celebrity endorsement process differs between British and Turkish consumers. Our research complements the meaning transfer model as it confirms that the celebrity endorsement process is influenced by two attachment objects: celebrities and brands. A follow‐up study with text mining analysis of the consumer comments about the product reviews posted by social media influencers (SMIs) supported the validity of the celebrity endorsement model. Practitioners should consider the consumer's emotional and cognitive bonding with celebrities, and brands to enhance the effectiveness of the celebrity endorsement process. The more consumers are attached to celebrities (or SMIs) and brands, the more loyal they become to the latter.

Attitudes toward the design of Islamic mobile shopping apps in Turkey: the case of hijab clothing mobile apps from the perspective of conservative consumers

PurposeThis study aims to determine the attitudes of Turkish consumers toward Islamic mobile shopping apps and discuss whether these apps will need to be designed in accordance with Islamic rules in Muslim countries or not in the sample of Turkey.Design/methodology/approachA descriptive study was used. The data was collected online through a questionnaire form. The one-sample t-test and univariate analysis of variance were used to analyze the data obtained from 379 individuals.FindingsThe results show that Turkish customers have mostly positive attitudes toward Islamic mobile shopping apps and demand that the pictures, videos and advertisements used on mobile shopping apps be in concordance with Islamic rules. As a result of this study, consumers do not mind the colors or lean toward the use of models on Islamic mobile shopping apps. Furthermore, there are differences between gender with regard to using Islamic mobile shopping apps, showing that male consumers have a more positive attitude toward Islamic mobile shopping apps compared with female consumers.Research limitations/implicationsLike many previous empirical studies, this study has limited its context to capture a particular geographical area. Moreover, in this study, the data are obtained by judgmental sampling as a nonrandom sampling method. The contributions of the current study are restricted to Islamic mobile apps for the hijab clothing sector in Turkey.Practical implicationsThe results obtained can become a yardstick to measure consumer attitudes toward Islamic mobile apps’ attributes.Originality/valueThe primary benefit is to call the attention of mobile app designers to the design features of mobile shopping apps aimed at Muslim users. The second benefit is to determine the expectations of Muslim users regarding the design of Islamic mobile shopping apps, and eventually establish the fundamental Islamic design features needed to be available on new Islamic mobile shopping apps.

The effects of perceived value, environmental concern and attitude on recycled fashion consumption

PurposeThis study aims to determine the effects of consumers' perceptions of value and environmental concerns toward recycled content clothing on consumers' attitudes and purchase intentions toward these products.Design/methodology/approachThe research methodology consisted of consumer survey. Female consumers registered in the labor market in the province of Konya in Turkey constituted the sample of the study. A total of 296 female consumers selected by a simple random sampling method, and taking into account time, cost and accessibility criteria, constituted the sample of the study.FindingsPerceived customer values and environmental concerns were found to be much more effective on purchase intentions, although they were weak in positively affecting customers' attitudes toward recycled content clothing. Findings show that emotional, epistemic and conditional values and environmental concerns positively affect purchase intentions.Research limitations/implicationsThe sample in this study consisted of just female consumers with income in the city of Konya, Turkey. The results might be different in different demographic groups and different cities of Turkey.Practical implicationsConsumers have positive attitude toward the idea of using recycled fibers in their clothes.Originality/valueThe literature generally includes research examining consumers' behavior toward sustainable fashion. This research focuses on the value perceptions and attitudes of Turkish consumers toward recycled content clothing – a market and topic that have not been studied much before.

Pro-environmental purchase intentions in a low-involvement context: the role of myopia and apathy

PurposeTo achieve the UN’s 2030 agenda, consumers will need to behave more responsibly and make less environmentally harmful purchases. This study aims to investigate the antecedents of consumers’ pro-environmental purchase intentions based on a range of motivating (i.e. attitudes, locus of control) and inhibiting factors (i.e. apathy and myopia) for a low-involvement product. It also tests the moderating effect of the greenness of a low-involvement product (green vs nongreen) on the consumer’s pro-environmental purchase intentions.Design/methodology/approachAn online panel survey of 679 Turkish consumers was used. Structural equation modeling was used to test the hypothesized relationships.FindingsThe results suggest that while inhibiting factors (i.e. apathy and myopia) may not directly impede such purchase intentions, they could prevent consumers from considering the environmental characteristics of low-involvement products.Practical implicationsThe insights are expected to assist marketers and policymakers to understand consumer psychological mechanisms when encouraging and promoting pro-environmental behavior in the context of low-involvement purchases, enhancing consumers contributing to the 2030 objectives.Originality/valueThis study examines the role of inhibiting factors behind the purchase of low-involvement goods. It also tests the moderating effect of the greenness of a low-involvement product on pro-environmental purchase intentions.

Multi-Label Classification of E-Commerce Customer Reviews via Machine Learning

The multi-label customer reviews classification task aims to identify the different thoughts of customers about the product they are purchasing. Due to the impact of the COVID-19 pandemic, customers have become more prone to shopping online. As a consequence, the amount of text data on e-commerce is continuously increasing, which enables new studies to be carried out and important findings to be obtained with more detailed analysis. Nowadays, e-commerce customer reviews are analyzed by both researchers and sector experts, and are subject to many sentiment analysis studies. Herein, an analysis of customer reviews is carried out in order to obtain more in-depth thoughts about the product, rather than engaging in emotion-based analysis. Initially, we form a new customer reviews dataset made up of reviews by Turkish consumers in order to perform the proposed analysis. The created dataset contains more than 50,000 reviews in three different categories, and each review has multiple labels according to the comments made by the customers. Later, we applied machine learning methods employed for multi-label classification to the dataset. Finally, we compared and analyzed the results we obtained using a diverse set of statistical metrics. As a result of our experimental studies, we found the Micro Precision 0.9157, Micro Recall 0.8837, Micro F1 Score 0.8925, and Hamming Loss 0.0278 to be the most successful approaches.

Changes in Consumer Behavior during the COVID-19 Pandemic: A Comparative Analysis between Polish and Turkish Consumers

Undoubtedly, the COVID-19 pandemic has left an indelible mark on every aspect of human life, and, perhaps most significantly, on the operation of the world’s economy. Restrictions and limitations on freedom of movement had a clear impact on the ways in which companies and households functioned, and consumer behaviors and purchasing habits were demonstrably influenced in turn. Thus, the aim of this article is to illustrate these changes in light of the pandemic and, moreover, to highlight the related challenges pertaining to purchasing practices and consumer concerns. The study sample focused on students from Poland and Turkey, with data gathered using an online survey method. The resulting data were subsequently analyzed with the SPSS 26 program. The application of Pearson Chi-Square methods, as well as the analysis of descriptive statistics such as percentage and frequency, revealed significant differences between the two countries. As a result of the comparative analysis, clear differences were demonstrated in the nature of changes in consumer behavior between respondents from Turkey and Poland, most strikingly, the fact that the purchasing habits of respondents in Turkey have changed to a greater extent. It has been observed that limitations imposed during the COVID-19 pandemic had a greater impact on consumer behavior, particularly for students in Turkey.

The mediating role of product judgment and country of origin effect on health literacy and behavioral intention: A study on COVID-19 vaccines perception of Turkish consumers

ABSTRACT This study is conducted on people in Turkey who had at least one dose of vaccination and it evaluates their differences in attitude in terms of health literacy, product judgment, the country of origin, intention to recommend and motivation to boycott. The 393 vaccine consumers were selected through convenient sampling and the data was collected through online questionnaires. The data was later analyzed by SPSS and AMOS. Normality, reliability tests and frequency analysis were conducted on the data. Afterward, a correlation was calculated using factor loadings to determine the relationship between the variables. The last was conducting the PATH analysis. Some consumers are prejudiced toward COVID-19 vaccines due to perceived distrust, hesitation, and lack of product information. Determining the prejudices of consumers, underlying causes and making inferences will provide more useful information on COVID-19 vaccines to health institutions, vaccine manufacturers, consumers and other organizations.