Sosyal Dışlanmanın Etik Olmayan Tüketici Davranışı Gösterme Eğilimi Üzerindeki Etkisi: Deneysel Bir Çalışma,

Abstract

The purpose of this study is to analyze the effect of social exclusion on the tendency to engage in unethical consumer behavior and on tendency to engage in unethical consumer behavior for making a connection. Besides, the mediation effect of control and meaningful existence needs on social exclusion and tendecy to engage in unethical consumer behavior relationship; and the mediation effect of belonginess and self esteem needs on social exclusion and tendecy to engage in unethical consumer behavior for making a connection, are also tested. For this purpose, four experiments are conducted seperately and with different samples. In the first experiment, it is confirmed that exclusion increases the tendecy to engage in unethical consumer behavior of men. In the second experiment, it is found that exclusion decreases the tendecy to engage in unethical consumer for making a connection. In the third experiment, it is determined that control and meaningful existence needs do not have mediation effect on social exclusion and tendecy to engage in unethical consumer behavior relationship. However, it is found out that individuals whose control and meanignful existence needs are threatened, are more likely to engage in unethical consumer behavior. Therefore, social exclusion, a threatening factor of these needs, may trigger the increase of tendecy to engage in unethical consumer behavior. In the last experiment, it is confirmed that belonginess need has a mediation effect on the relationship of exclusion and tendency to engage in unethical consumer behavior for making a connection but self esteem does not have this effect. Considering the accessible sources, it is supposed that this study is the first one analyzing the the effect of exclusion in the scope of consumer ethics. Besides, this study contributes through indicating that social reconnection hypothesis may not be validated for tendency to engage in unethical consumer behavior for making connection.