Sürdürülebilir Tüketimde Yeniden Amaçlandırmanın Görsellerle Anlamlandırılması

Year 2022, , 2457 - 2479, 31.05.2022

Feyza Ağlargöz

https://doi.org/10.29023/alanyaakademik.1082081

Cited By: 2

Abstract

Bu araştırmanın amacı sürdürülebilir tüketim yollarından biri olan yeniden amaçlandırmanın tüketiciler tarafından pazarlama kapsamında nasıl anlamlandırıldığını keşfetmektir. Araştırmada Zaltman Metafor Çıkarım Tekniğini (ZMET) kullanarak niteliksel bir yaklaşım izlenmiştir. Katılımcılarla görseller üzerinden ZMET aşamaları izlenerek derinlemesine görüşmeler yapılmıştır. Görüşmeler sonucunda analiz edilen veriler ve görseller aracılığıyla kavrama yönelik bir zihin haritası ve bir görsel kolaj elde edilmiştir. Araştırmanın sonuçlarına göre katılımcılar kavramın sürdürülebilirlik özelinde işlevsel yönünün farkındadır. Yaratıcı buldukları bu tüketim şekli hem ikinci bir hayat kazandırarak ürünlerin ömrünü uzatmakta hem de tekrar pazarlanabilir olma potansiyeli taşımaktadır. Yeniden amaçlandırma gücünü nostalji etkisinden ve umuttan almakta gelecek ve geçmişi bir araya getirerek yeni sürdürülebilir bir değer yaratmaktadır. Tüketicilere huzur ve güven, mutluluk ve güzellik getirmekte, tüketiciler özdeşim kurdukları bu kavramda sürdürülebilir dünya olasılığı bulmaktadır.

Keywords

Sürdürülebilirlik, Sürdürülebilir Tüketim, Yeniden Amaçlandırma, Zaltman Metafor Çıkarım Tekniği, ZMET

Making Sense of Repurposing In Sustainable Consumption By Visuals

Abstract

This research aims to explore how repurposing, which is one of the sustainable consumption ways, is interpreted by consumers within the scope of marketing. A qualitative approach was followed in the research by using the Zaltman Metaphor Elicitation Technique (ZMET). In-depth interviews were conducted with the participants by following the ZMET stages through visuals. As a result of the interviews, the analyzed data and visuals obtained a mind map and a visual collage for the concept. According to the research results, the participants are aware of the functional aspect of the concept in terms of sustainability. This way of consumption, which they find creative, extends the life of products by giving them a second life and has the potential to be marketable. Repurposing takes its power from the effect of nostalgia and hope and creates a new sustainable value by bringing the future and the past together. It brings peace, trust, happiness, and beauty to consumers, and they find the possibility of a sustainable world in this concept they identify with themselves.

Keywords

Sustainability, Sustainable Consumption, Repurposing, Zaltman Metaphor Elicitation Technique, ZMET

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