Politically motivated consumer boycotts: A qualitative research on boycott motivations and consumer behavior in the boycotting process

The purpose of this study is to reveal the boycott motivations of consumers, the reactions of the brand to the boycott, the factors affecting consumer participation in the boycott, consumer behaviors during the boycott process, and the impact of the media on the boycott process by considering the consumer boycotts that have emerged in recent years due to the political actions or discourses of brands. Accordingly, the Pınar boycott, which emerged in 2017 and continues today, was examined using case study method, and the Pınar boycott was subjected to a comprehensive analysis with data obtained from different sources. Research findings reveal that this type of boycott, which is conceptualized as politically motivated consumer boycott has a number of characteristics and that these boycott type differ from other types of boycotts in several aspects. The findings show that the political discourse of the brand creates political opposition among consumers, that consumers participate in the boycott with expressive motivations, and that consumers are not affected by the various costs of the boycott. Additionally, this research shows that the boycott process is not limited to non-purchasing behavior and that buycott, secondary boycott, informing others, and suggesting alternative brand behaviors accompany non-purchasing behavior. Finally, it is seen that effect of traditional media on the boycott process is quite limited nowadays, while social media is a driving force in terms of boycotts.