Sürdürülebı̇lı̇rlı̇k bağlamında ağızdan ağıza negatif iletişim: Sürdürülebı̇lı̇rlı̇k skandallarının tüketı̇cı̇ler üzerı̇ndekı̇ etkı̇sı̇

Since the term of sustainability has started to be a part of consumers and businesses, it has also become one of the focal points in marketing. Researchers have provided some findings about consumer behavior regarding consumer awareness, purchase decisions, and negative word-of-mouth within the sustainable consumption context. These findings are valuable, but the psychology and culture literature evidence that there are also some emotional and cultural factors influencing sustainable behavioral intention at the individual level. Thus, this research aims to investigate word-of-mouth intention from the perspective of consumer emotions and cultural orientations within the sustainability context. The research model included collectivism as the exogenous variable, negative word-of-mouth intention as the endogenous variable, and negative emotions as the mediator. While examining relationships in the research model, three famous brands, that had brand scandals about environmental, social, and economic sustainability dimensions, were selected. Three online surveys, each with 100 respondents, were conducted for three brand scandals to test four research hypotheses. The structural equation modeling was used via SmartPLS to analyze the research findings. Lastly, both theoretical and managerial implications were provided.