Boycott intention of consumers against social sustainability violations of global companies

Sustainability is gaining importance day by day, both in the social and individual spheres. In economic terms, sustainability is based on the efficient use of scarce resources and their transmission from generation to generation. Today, the concept of sustainability can be found in all spheres of life with different thematic focuses, not only with the dimensions, but also with its components. In this study, the concept of sustainability is first examined historically and conceptually through studies in the literature. To properly understand the concept of global company, the concept of globalization is also examined through studies in the literature. The relationship between sustainability and global company is examined in the light of The United Nations Sustainable Development Goals (2015). The United Nations Sustainable Development Goals and the malpractices of global companies were compiled from literature and the media. Consumer awareness of these practices and their boycott intentions are tested with surveys. Purpose of the study is a conceptual and historical examination of the concept of sustainability not only in its environmental but also in its social dimension. Another objective of the study is to critique the sustainability violations of global corporations, using the United Nations Sustainable Development Goals as criteria. The final objective of the study is to measure the level of awareness of end consumers about social sustainability violations and their boycott intentions. Quantitative methods were used for the study. An online survey was chosen as the method for data collection. After data extraction, the obtained data were analyzed using a statistical program. Analyzes were performed using both parametric and non-parametric tests. As a result of the research, it was found that consumers have boycott motivations and intentions against social sustainability violations of global companies, but their low knowledge (awareness) of violations prevents intentions from being translated into behavior. The fact that "social sustainability" is treated from the perspective of violations and studied on real brands in the context of boycotting is the originality of the research.