Ethnocentrism, religiosity, environmental and health consciousness: motivators for anti-consumers

This paper covers highlighting the importance of anti-consumer groups in today's markets and several outstanding factors shaping their reaction against consumption, which are ethnocentrism, religiosity, environmental and health consciousness. A conceptual model is presented which examines the e...

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Bibliographic Details
Published in:OECD journal. Financial market trends 2011-11, Vol.4 (8), p.31-50
Main Authors: Kaynak, Ramazan, Eksi, Sevgi
Format: Magazinearticle
Language:English
Subjects:
Competitiveness
Consumption
Ethnocentrism
Market share
Religiosity
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Summary:This paper covers highlighting the importance of anti-consumer groups in today's markets and several outstanding factors shaping their reaction against consumption, which are ethnocentrism, religiosity, environmental and health consciousness. A conceptual model is presented which examines the explaining power of ethnocentrism, religiosity, environmental and health consciousness upon voluntary simplifiers and global impact consumers. Data were collected through an e-questionnaire by sending posts to the anti-consumer websites. A total of 503 useable responses were retained for analysis. The analysis reveals that ethnocentrism, environmental and health consciousness have significant impacts upon anti-consumers. In addition, religiosity has a negative impact upon global impact consumers' anti-consumption behavior. Raising sensitiveness to environmental and health consciousness and ethnocentrism with regards to dealing with anti-consumers enables companies to have sustainable competitive power. These consumers' growing satisfaction contributes to consumer loyalty in addition to an increase in market share. Researches related to anti-consumers have traditionally emphasized their impacts upon companies' profits and reputation. On the contrary, this study reveals the main motivations behind voluntary simplifiers and global impact consumers and puts forth a new perspective by presenting the findings related to anti-consumers in Turkey.
ISSN:1995-2864