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Anti‐consumption of public services: vacci(not)ion for Swine Flu

Author

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  • Melike Demirbag Kaplan
  • Yusuf Cem Kaplan

Abstract

Purpose - Anti‐consumption is a new domain of research that deals with why individuals avoid consumption of particular products. To date, research in this area is only confined to the rejection of goods, with no evidence from the services industry. The purpose of this paper is to explore the extent of anti‐consumption behaviour for public health services, by deriving data from Swine Flu vaccination resistance in Turkey. Design/methodology/approach - The research employs a factor analysis method based on data collected from 519 individuals. Findings - Findings suggest that there is a strong anti‐consumption attitude of the Turkish public towards the service, and a major reason for avoidance was moral incompatibility, such that the public believed that the vaccination served the interests of pharmaceutical companies and the government. The findings also reveal that all the factors previously mentioned in the literature may be involved in the anti‐consumption of public health products. Originality/value - This study suggests that public products, including public health services, are highly subject to anti‐consumption movements, and policies involving such products should also be considered from this perspective in order to provide an increased welfare for the public.

Suggested Citation

  • Melike Demirbag Kaplan & Yusuf Cem Kaplan, 2011. "Anti‐consumption of public services: vacci(not)ion for Swine Flu," Management Research Review, Emerald Group Publishing Limited, vol. 34(3), pages 353-363, March.
    • Handle: RePEc:eme:mrrpps:v:34:y:2011:i:3:p:353-363
    DOI: 10.1108/01409171111116358
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    Cited by:

    1. Olavo Pinto & Beatriz Casais, 2023. "Multilevel implications for anti-consumption social marketing within the public policy framework for SDG realization: a systematic literature review," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 605-634, September.

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