Almanya'da yaşayan Türklerin husumet algısı ve husumetin tüketim üzerindeki rolü: Kuşaklar bazında bir karşılaştırma

Since the consumer animosity concept firstly defined by Klein et al. (1998), the majority of research focused on the attitudes of the members of a country towards the products of another country; but a limited number of research examined the impact of consumer animosity among the ethnic groups within a country. With the purpose of filling the abovementioned gaps in the literature, the aim of this research is to explore the nature of animosity of a minority group living in a multi-cultural country towards native people of the country, in terms of consumption behavior. In this frame, this research explores the nature of animosity construct to German Turks consumers' attitudes towards German products in the context of generational comparison. To conduct this investigation, the data were collected in the form of the in-depth interviews with the 42 German Turks living in Berlin, the city with the highest ratio of Turkish immigrants. Research findings demonstrates that the generation is negatively associated with animosity and the third-generation of German Turks harbours cultural animosity towards Germans which has a low impact on consumption of German products.