A Research Article on the Role of Emotional Intelligence on Consumer Ethical Behaviors

Emotional intelligence, whic hallow sindividual and social awarenes sand expression of emotions, is of great importance in man yareas of life. Emotional intelligence, which plays an active role in consumer evaluations and preference stages, is in line with the ethical factandits conclusion sare based on ethical rules. From a consumer perspective, emotional intelligence plays an active role in developing decision-making behaviors and considering ethical rules when making decisions. The alternative evaluation and selection of consumers depends on the use of emotional intelligence and ethical behavior when making decisions that affect both himself and other individuals. In study, emotional intelligence is discussed within the concept of emotion and intelligence, and it is tried to be evaluated together with the concepts of ethics and consumer ethics. In the application part, the data obtained by survey method about the effects of emotional intelligence on consumer ethical behavior were analyzed and added to the study. A total of 400 participants over the age of 18 who live in Ankara and work in different sectors were included in the study. A questionnaire was administered to the participants between January and March 2019. The first part of the questionnaire used in the study consists of 35 questions determining the level of emotional intelligence. In the second part, there are 21 questions determining the ethical behavior of consumers. In the third part, there is a total of 6 questions demographic information. Participants' level of participation in judgments related to emotional intelligence and consumer ethical behavior was measured with a 5-point Likert scale (5 = fully agree, 1 = strongly disagree). SPSS 22 package statistics program was used for data analysis and AMOS 23 program was used for confirmatory factor analysis. When the findings obtained in the application part of the study were examined in general dimension, it was found that there was a significant relationship between emotional intelligence dimensions and consumer ethical behaviors. It can be stated that emotional intelligence approach has a significant effect on consumer ethical values. It has been observed that emotions, one of the basic characteristics that distinguish human beings from other living beings, become more functional by combining intelligence and make a positive contribution to the emotional intelligence dimension and the ethical approach structure in consumption.