The mediating role of boycott attitude in the effect of consumer annimosity towards brands considered supporting israel on purchase intention

This Master's thesis examines how contemporary political tensions influence consumer behavior, analyzing the impact of consumer animosity toward brands perceived as supporters of Israel on purchase intention, and the role of boycott attitude in this relationship. Conducted in the context of rising public reaction and boycott calls following the Gaza attacks after October 7, 2023, the study collected data from 421 participants aged 18 and over living in Türkiye through an online Google Forms survey shared on social media using convenience sampling. Adopting a quantitative research approach, the study employed a relational screening model and analyzed the data using structural equation modeling and bootstrap mediation tests in the Jamovi software. The measurement model incorporated scales for consumer animosity, boycott attitude, and purchase intention, and the analyses confirmed that these scales and their sub-dimensions provided statistically reliable and valid measurements. The findings revealed that consumer animosity significantly reduced purchase intention, with boycott attitude mediating this relationship. Notably, the behavioral dimension of animosity namely the tendency to avoid consumption had a stronger negative effect on purchase intention than emotional reaction/anger and unforgiveness. The results suggest that consumers are increasingly incorporating brands' political and ethical stances into their decision-making processes and that boycott movements have a measurable and significant impact on market dynamics. Accordingly, businesses are advised to develop communication strategies that reinforce ethical responsibility and consider social sensitivities rather than perceiving boycotts as merely temporary emotional responses.