CONSUMERS' SELF-IDENTITY PERSPECTIVES ON BRAND PREFERENCES AND BOYCOTT BEHAVIOUR: AN APPLICATION OF A BLIND TASTE TEST

Abstract

This research aims to reveal the relationship between the self-identity of modern individuals, who seek to find themselves by consuming in a consumer society, and their consumption preferences and behaviours through boycott behaviour. For this purpose, a study was conducted in 2024 with 322 university students in Istanbul, utilizing a blind taste test involving two products (cola and coffee) from one global and one local brand (Pepsi/Cola Turka and Starbucks/Kahve Dünyası) regarding the boycott against brands supporting Israel. According to the research findings, the participation rate in the boycott is 57%. Regardless of participation in the boycott, no statistically significant difference was found in brand preferences during the blind test among all participants. However, it was revealed that the preferences for products related to Starbucks significantly decreased among participants who supported the boycott. Although not statistically significant, a decrease was also observed for Pepsi. The primary reasons affecting participation in the boycott are emotional factors, such as a reaction to crimes against humanity and support for the oppressed. Those who did not participate in the boycott expressed their belief that the boycott or their participation would have no impact. No significant relationship was identified between the phenomenon of self-identity, which is the research's main subject, consumer preferences (participation in the boycott), and indirectly, brand preferences. The self-identity preferences of participants and non-participants in the boycott were similar, with the most commonly expressed identity definition being "human."