Özet:

The aim of this study is to test whether the consumer confidence index evaluations have a moderate mediation effect among the variables in the relationship between the perceived financial well-being, prosocial consumer ethnocentrism, and domestic product purchasing behavior during the Covid-19 epidemic economic crisis. In this context, the data collected from 513 people were analyzed with the SPSS Process. Results show that reduced perceived financial well-being has a direct effect on prosocial consumer ethnocentrism and consumer confidence. However, the effect of perceived financial well-being and prosocial consumer ethnocentrism on domestic product purchasing is also statistically significant. But, the moderate mediation effect of consumer confidence between perceived financial well-being, prosocial consumer ethnocentrism, and domestic product purchasing behavior is not statistically significant. As a major disadvantage of the research, it can be shown that it has a homogeneous sample since it was conducted in a limited time. In future studies, it is thought that the financial literacy levels of consumers can be included in the model and contribute to the theoretical model.

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