A Qualitative field research on consumer boycots as a tool of social opposition

Social movements can be defined as collective actions taken by individuals or groups to achieve a specific goal or to react to the current situation. These movements have emerged in various forms and for various purposes throughout history and have become more widespread in today's globalized world. Boycott, on the other hand, stands out as a powerful tool of opposition that societies have used throughout history to express their collective reactions against injustice, inequality and injustice and to bring about change. In this context, consumer boycotts are also an important strategy used as a tool of social dissent. They aim to send a specific message by consumers refraining from buying certain products or brands. In October 2023, after Israel's attack on Palestine, calls for consumer boycotts increased worldwide. These calls also resonated among consumers in Turkey and spread rapidly through social media platforms. In this study, the October 7 consumer boycott was taken as a case study and the factors affecting consumers' participation in the boycott were tried to be determined. The research was conducted using qualitative data method and case study method. The study consists of four sections. In the first part, the concept of boycott and its origins are explained, and the concepts that need to be known about the factors affecting consumers' boycott participation are explained. In the second part, explanatory information about the methodology is given. Finally, in the third section, the factors affecting participation in the boycott were analyzed with the collected data. As a result of the analysis and interviews, the factors affecting consumers' participation in the boycott are shaped around social sensitivity and ethical values, while the reasons for non-participation are associated with economic concerns and personal habits.