Political consumerism and Generation Z’s attitudes towards brand boycotts: insights from Türkiye

This study examines political consumerism and contemporary socio-political issues from a Turkish perspective, focusing on Generation Z’s attitudes towards the global Starbucks boycotts. Utilizing semi-structured interviews with 50 participants (25supporters and 25 non-supporters), the research explores social media influence, motivations, and personal values. Supporters showed strong solidarity with the Palestinian cause, driven by social responsibility, while non-supporters prioritized individual choices, viewing the boycott as ineffective. These contrasting views highlight the complexity of political engagement among Generation Z, shaped by personal values and social media. The study contributes to service literature on consumer activism, ethical consumption, and corporate responsibility, offering insights for service practitioners to understand and respond to evolving consumer preferences and social movements.