In terms of five factor personality traits consumer cynicism and consumer boycott behavior examination

Consumer cynicism is defined as the negative emotions such as suspicion, distrust and dissatisfaction that consumers develop because they think that businesses are opportunistic. Consumer boycott is defined as a group's attempt to stimulate other consumers in order to prevent them from purchasing a certain product or service for certain purposes. Personality is defined as the characteristics that are innate in the individual and that he/she gains as a result of experience and that distinguish him/her from other people. Five factor personality traits, which have come to the fore in recent years, is a personality theory and constitutes an important factor in the consumption tendencies of consumers. This study aims to examine consumer cynicism and consumer boycott behavior in terms of five factor personality traits. The research covers people aged 18 and over living in Turkey. The research was conducted with a total of 703 consumers using online survey method. Amos 22.0 and SPSS 25.0 package statistical programs were used to analyze the data obtained within the scope of the research. The normality distribution of the scales used in the research was examined. It was observed that the kurtosis and skewness values of the scales were between -1.5 and + 1.5 values and the distribution was normal. Cronbach Alpha coefficients were used to calculate the reliability coefficients of the scales. Consumer cynicism (α =0.858) was calculated as good, consumer boycott behaviors (α =0.928) was calculated as very good, and five factor personality traits (α =0.735) was calculated as good. In the research, it was determined that consumers' cynicism levels were 3.74, consumer boycott behavior levels were 4.18, and five-factor personality trait dimensions were extraversion 3.56, agreeableness 3.71, responsibility 3.52, neuroticism 2.73 and openness 3.67. As a result of the reliability and confirmatory factor analyses applied in the study, it was seen that the research variables had good and very good reliability and the goodness of fit values were within the good fit limits of the consumer cynicism and consumer boycott behaviors scale and within the low fit limits of the five factor personality traits scale. According to the results of the analysis, except for the neuroticism dimension of the five-factor personality traits scale, the other dimensions have a positive effect on consumer boycott behavior, while all dimensions have a positive effect on consumer cynicism. The effect of consumer cynicism on consumer boycott behavior was also found to be positive.