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Social media analysis of anti-consumption in Turkey

Mohammad Saud Khan (Victoria Business School, Victoria University of Wellington, Wellington, New Zealand)
Djavlonbek Kadirov (Victoria Business School, Victoria University of Wellington, Wellington, New Zealand)
Ahmet Bardakci (Pamukkale Universitesi, Denizli, Turkey)
Rehan Iftikhar (School of Computing, Dublin City University, Dublin, Ireland)
Tamer Baran (Pamukkale Universitesi, Kale, Turkey)
Murat Kantar (Pamukkale Universitesi, Denizli, Turkey)
Nazan Madak (Pamukkale Universitesi, Denizli, Turkey)

British Food Journal

ISSN: 0007-070X

Article publication date: 31 October 2018

Issue publication date: 1 May 2019




The purpose of this paper is to investigate the perceptions of food anti-consumption in fast growing markets within an emerging economy context of Turkey.


Recently posted customer comments, complaints and suggestions related to the selected fast-food chains were examined from the following domains: Facebook, Instagram, Twitter and These comments were reviewed, assessed and classified by four trained independent raters. After examining the comments one-by-one the raters arrived at the final (triangulated) decision regarding the comment’s category after an iterative process including cross-examination.


Reasons for fast-food avoidance were primarily linked to customers’ negative past experiences (experiential avoidance). Identity avoidance, moral avoidance and interactivity avoidance.


The paper adds to the anti-consumption literature by examining the food avoidance framework of Lee et al. (2009) in an emerging market context. New categories were identified for reasons of food avoidance which have not been identified before in the anti-consumption literature such as interactivity avoidance.



Khan, M.S., Kadirov, D., Bardakci, A., Iftikhar, R., Baran, T., Kantar, M. and Madak, N. (2019), "Social media analysis of anti-consumption in Turkey", British Food Journal, Vol. 121 No. 1, pp. 22-34.



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Copyright © 2018, Emerald Publishing Limited

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