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Tüketimin Çevreci Boyutu: Çevreci Tutum Ve Davranışlara Göre Pazar Bölümlemesi

Year 2007, Volume: 16 Issue: 2, 423 - 438, 01.09.2007

Abstract

Increasing environmental concern in recent years effected individuals to choose to live more environmentally conscious Governments and legislators on the other hand focus on regulations that will limit the environmentally harmful activities of companies and municipalities In such an environment companies try to compete by both trying to comply with legal regulations and by trying to meet the environmentalist expectations of consumers Among marketing activities market segmentation is an important decision in determining the target market Companies’s market segmentation objectives and their tendencies towards displaying behaviors that fit with consumers’ environmentalist attitudes require them determine target markets based on the environmentalist attitudes and behaviors of consumers In this study consistent with this goal first environmentalist attitudes of consumers were revealed through factor analysis And then with the help of cluster analysis consumers were grouped according to the level of their environmentalist attitude The results of cluster analysis showed that there are different consumer groups in terms of their environmentalist attitude The results also showed that these groups were different in terms of their reactions towards environmentalist issues and environmental conscious products Key Words: Environmental Conscious Buying Behavioral Segmentation Market Segmentation Environmental Aspect Customer Behavior

References

  • - Aaker, D.; Kumar, V.; Day, G., (1998), Marketing Reserach, Sixth Edition, John Wiley and Sons, Inc., USA.
  • - Arabacioğlu, Z., (1992), Environmental Concern And Attitudes And Its Impact On Buying Behaviour. Yüksek Lisans Tezi, Boğaziçi Ünversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • - Banerjee, S.; Gulas, C.S., (1995), Shades Of Green: A Multidimensional Analysis of Environmental Advertising, Journal of Advertising, Vol.24, Issue 2: 21-33.
  • - Berkowitz E.N.; Kerin R.A.; Hartley S.W.; Rudelius W., (2000), Marketing (6th Edition), Irwın-McGraw Hill.
  • - Burgess, J., (2003), Sustainable Consumptions: Is It Really Achievable?, Consumer Policy Review. Vol.13, No.3, May/June: 78-84.
  • - Chan, R.Y.K.; Lau, L.B.Y., (2000), Antecedents of Green Purchases: A Survey in China. Journal of Consumer Marketing. Vol.17 No.4: 338-357.
  • - Chan, R.Y.K., (2001), Determinants of Chinese Consumers’ Green Purchase Behavior. Psychology&Marketing, Vol.18 (4): 389-413.
  • - Clifton, R.; Buss, N., (1992), Greener Marketing: A Responsible Approach to Business, Sheffield, UK, Greenleaf Publishing (Ed: Charter Martin)
  • - Çabuk, S; Nakıboğlu, B.; Nakıboğlu, G., (2007), Sustainable Production and Sustainable Consumption: A Survey of Eco-Friendly Buying. Second Annual YÖK-SUNY Collaboration Symposium. Scientific Collaboration for Sustainable Development. 23-25 May 2007, Adana, Turkey.
  • - Çabuk, S.; Nakıboğlu, B., (2003), Çevreci Pazarlama ve Tüketicilerin Çevreci Tutumlarının Satın Alma Davranışlarına Etkileri İle İlgili Bir Uygulama. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt: 12, Sayı: 12: 39-54. (http://sosyalbilimler.cukurova.edu.tr/dergi/dosyalar/2003.12.12.4.pdf)
  • - Davies, A.; Titterington, A.J.; Cochrane, C. (1995). Who Buys Organic Food? A Profile Of the Purchasers of Organic Food in Northern. British Food Journal, Vol.97, No.10: 17-23
  • - Davis, J.J., (1993), Strategies for Environmental Advertising, Journal of Consumer Marketing, Vol.10, No.2: 19-36.
  • - Demirbaş, A.M., (1999), Yeşil Pazarlama (Green Marketing) ve Tüketicinin Yeşil Pazarlamaya Yaklaşımı, Yüksek Lisans Tezi, Gazi Üniversitesi Sosyal Bilimler Enstitüsü, Ankara
  • - Fraj, E.; Martinez, E., (2006), Environmental Values and Lifestyles as Determining Factors of Ecological Consumer Behaviour: An Empirical Analysis. Journal of Consumer Marketing, 23/3: 133-144.
  • - Gilg, A.; Barr, S.; Ford, N., (2005), Green Consumption or Sustainable Lifestyles? Identifying the Sustainable Consumer. Futures, 37: 481-504.
  • - Garson, D., (1998), Factor Analysis, http://www2.chass.ncsu.edu/garson/pa765/factor.htm (10.07.2006)
  • - Grove, S.J.; Fisk R.P.; Pickett G.M., Kangun N., (1996), “Going Green in the Service Sector”, European Journal of Marketing, Vol.30, No.5: 56-66.
  • - Hair, J.F.; Anderson, R.E.; Tatham, R.L.; Black, W.C., (1998), Multivariate Data Analysis, Fifth Edition, Prentice-Hall Inc., NJ.
  • - Hair, J.F.; Jr, Robert, P.B., David J.O., (2000), Marketing Research, International Edition, Mcgraw-Hill Inc.
  • - Heiskanen, E.; Pantzar, M., (1997), Toward Sustainable Consumption: Two New Perspectives. Journal of Consumer Policy, 20: 409-442.
  • - Jolly, I., (1992), Greener Marketing: A Responsible Approach to Business, Sheffield, UK, Greenleaf Publishing (Ed: Charter Martin)
  • - Karaçay, G., 2005. Tersine Lojistik: Kavram ve İşleyiş. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt: 14, Sayı: 1: 317-332. (http://sosyalbilimler.cukurova.edu.tr/dergi/dosyalar/2005.14.1.215.pdf)
  • - Keleş, R., (1997), İnsan Çevre Toplum, İnsan Çevre Toplum (Der:Ruşen Keleş), Ankara: İmge Yayınevi: 9-18.
  • - Kotler, P., (1994), Marketing Management Analysis, Planning, Implementation and Control, Eighth Edition, Prentice-Hall Inc., NJ.
  • - Kronenberg, J., (2007), Making Consumption “Reasonable”. Journal of Cleaner Production, 15: 557-566.
  • - Kurtuluş, K., (1998), Pazarlama Araştırmaları (6. Baskı), Avcıol Basım Yayın, İstanbul.
  • - Maineri, T.; Barnett, E.G., (1997), Green Buying: The Influence of Environmental Concern on Consumer Behavior, Journal of Social Psychology, Vol.137, Issue 2: 189-205.
  • - Nakip, M., (2003), Pazarlama Araştırmaları, Teknikler ve Uygulamalar, Seçkin Yayınları, Ankara.
  • - Nakip, M., (2005), Pazarlama Araştırmalarına Giriş (SPSS Destekli), İkinci Basım, Seçkin Yayınları, Ankara.
  • - Obermiller, C., (1995), The Baby Is Sick / the Baby Is Well: A Test of Environmental Communication Appeals, Journal of Advertising, Vol.24, Issue 2: 55-71.
  • - Ottman, J.A., (1997), Green Marketing Opportunity for Innovation (2nd Edition), Ntc Business Books.
  • - Ottman J.A., (2001), Will the Consumer Pay A Premium for Green. http://www.greenmarketing.com/articles.html (21.12.2001)
  • - Polonsky, M.J.; Stephen G.; Carlson L.; Kangun N., (1997), International Environmental Marketing Claims: Real Changes or Simple Posturing, International Marketing Review, Vol.14, No.4: 218-232.
  • - Roberts, A.J.; Bacon R.D., (1997), Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior, Journal of Business Research, Vol.40: 79-89.
  • - Roberts, A.J., (1996), Green Consumer in the 1990s: Profile and Implications for Advertising, Journal of Business Research, Vol.36, No:3: 217-231.
  • - Schlegelmilch, B.B.; Bohlen, G.M.; Diamantopoulos, A., (1996), The Link Between Green Purchasing Decisions and Measures of Environmental Consciousness. European Journal of Marketing, Vol.30, No.5: 35-55.
  • - Schuhwerk, M.E.; Lefkoff-Hagius, R., (1995), Green or Non-Green? Does Type Of Appeal Matter When Advertising Agreen Product, Journal Of Advertising, Vol.24, Issue 2: 44-54.
  • - Schwepker Jr.C.H.; Cornwell, T. Bettina, (1991), An Examination Of Ecologically Concerned Consumers And Their Intention To Purchase Ecologically Packaged Products, Journal Of Public Policy & Marketing, Fall, Vol.10, Issue 2: 77-101.
  • - Shrum, L.J.; McCarty, J.A.; Lowrey, T.M. (1995). Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy. Journal of Advertising, Vol. 24, No.2, Summer: 71-82.
  • - Speer, T.L., (1997), Growing In the Green Market, American Demographics, Vol.19: 45-50. - SPSS Inc., (1993), SPSS for WINDOWS Professional Statistics, Release 6.0.
  • - Straughan, D.R.; Roberts A.J., (1999), Environmental Segmentation Alternatives: A Look At Green Consumer Behavior In The New Millennium, Journal of Consumer Marketing, Vol.16, No.6: 558-575.
  • - Tarhan, A.B., (1996), Turkish Consumers Perceptions of Environmental Claims, Yüksek Lisans Tezi, Ortadoğu Teknik Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.

Tüketimin Çevreci Boyutu: Çevreci Tutum Ve Davranışlara Göre Pazar Bölümlemesi

Year 2007, Volume: 16 Issue: 2, 423 - 438, 01.09.2007

Abstract

Son yıllarda hızla yükselen çevreci hassasiyet bireyler düzeyinde çevresel konulara daha uyumlu yaşama olarak kendini göstermektedir Hükümetler ve yasa koyucular ise yerel yönetimlerin ve işletmelerin çevreyi kirleten eylemlerini sınırlandırmaya yönelik düzenlemelere odaklanmaktadır Bu ortamda işletmeler hem yasal düzenlemelere uyum sağlamaya hem de tüketicilerin çevreci beklentilerini karşılayarak rekabette öne geçmeye çalışmaktadırlar Pazarlama faaliyetlerinin hedef odaklılığı kapsamında pazar bölümlendirme önemli bir karar noktası olarak görülmektedir İşletmelerin pazar bölümlendirme amaçları ve tüketicilerin çevreci tutumlarına uygun davranışlar sergileme eğilimi içinde olmaları çevreci tutum ve davranışlarına göre hedef pazarların belirlenmesini gerektirmektedir Bu çalışmada da bu amaca uygun olarak tüketicilerin çevreci tutumları faktör analizi ile belirlenmiş kümeleme analizi aracılığıyla da tüketiciler çevreci tutum düzeylerine göre bölümlendirilmeye çalışılmıştır Elde edilen bölümleme sonuçlarına göre ortaya çıkan birbirlerinde farklı tüketici gruplarının çevreci konulara ve ürünlere verdikleri tepkilerin de birbirlerinden farklı oldukları ortaya çıkmıştır Anahtar Kelimeler: Çevreye Duyarlı Satınalma Davranışsal Bölümleme Pazar Bölümleme Çevreci Tutum Tüketici Davranışı

References

  • - Aaker, D.; Kumar, V.; Day, G., (1998), Marketing Reserach, Sixth Edition, John Wiley and Sons, Inc., USA.
  • - Arabacioğlu, Z., (1992), Environmental Concern And Attitudes And Its Impact On Buying Behaviour. Yüksek Lisans Tezi, Boğaziçi Ünversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • - Banerjee, S.; Gulas, C.S., (1995), Shades Of Green: A Multidimensional Analysis of Environmental Advertising, Journal of Advertising, Vol.24, Issue 2: 21-33.
  • - Berkowitz E.N.; Kerin R.A.; Hartley S.W.; Rudelius W., (2000), Marketing (6th Edition), Irwın-McGraw Hill.
  • - Burgess, J., (2003), Sustainable Consumptions: Is It Really Achievable?, Consumer Policy Review. Vol.13, No.3, May/June: 78-84.
  • - Chan, R.Y.K.; Lau, L.B.Y., (2000), Antecedents of Green Purchases: A Survey in China. Journal of Consumer Marketing. Vol.17 No.4: 338-357.
  • - Chan, R.Y.K., (2001), Determinants of Chinese Consumers’ Green Purchase Behavior. Psychology&Marketing, Vol.18 (4): 389-413.
  • - Clifton, R.; Buss, N., (1992), Greener Marketing: A Responsible Approach to Business, Sheffield, UK, Greenleaf Publishing (Ed: Charter Martin)
  • - Çabuk, S; Nakıboğlu, B.; Nakıboğlu, G., (2007), Sustainable Production and Sustainable Consumption: A Survey of Eco-Friendly Buying. Second Annual YÖK-SUNY Collaboration Symposium. Scientific Collaboration for Sustainable Development. 23-25 May 2007, Adana, Turkey.
  • - Çabuk, S.; Nakıboğlu, B., (2003), Çevreci Pazarlama ve Tüketicilerin Çevreci Tutumlarının Satın Alma Davranışlarına Etkileri İle İlgili Bir Uygulama. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt: 12, Sayı: 12: 39-54. (http://sosyalbilimler.cukurova.edu.tr/dergi/dosyalar/2003.12.12.4.pdf)
  • - Davies, A.; Titterington, A.J.; Cochrane, C. (1995). Who Buys Organic Food? A Profile Of the Purchasers of Organic Food in Northern. British Food Journal, Vol.97, No.10: 17-23
  • - Davis, J.J., (1993), Strategies for Environmental Advertising, Journal of Consumer Marketing, Vol.10, No.2: 19-36.
  • - Demirbaş, A.M., (1999), Yeşil Pazarlama (Green Marketing) ve Tüketicinin Yeşil Pazarlamaya Yaklaşımı, Yüksek Lisans Tezi, Gazi Üniversitesi Sosyal Bilimler Enstitüsü, Ankara
  • - Fraj, E.; Martinez, E., (2006), Environmental Values and Lifestyles as Determining Factors of Ecological Consumer Behaviour: An Empirical Analysis. Journal of Consumer Marketing, 23/3: 133-144.
  • - Gilg, A.; Barr, S.; Ford, N., (2005), Green Consumption or Sustainable Lifestyles? Identifying the Sustainable Consumer. Futures, 37: 481-504.
  • - Garson, D., (1998), Factor Analysis, http://www2.chass.ncsu.edu/garson/pa765/factor.htm (10.07.2006)
  • - Grove, S.J.; Fisk R.P.; Pickett G.M., Kangun N., (1996), “Going Green in the Service Sector”, European Journal of Marketing, Vol.30, No.5: 56-66.
  • - Hair, J.F.; Anderson, R.E.; Tatham, R.L.; Black, W.C., (1998), Multivariate Data Analysis, Fifth Edition, Prentice-Hall Inc., NJ.
  • - Hair, J.F.; Jr, Robert, P.B., David J.O., (2000), Marketing Research, International Edition, Mcgraw-Hill Inc.
  • - Heiskanen, E.; Pantzar, M., (1997), Toward Sustainable Consumption: Two New Perspectives. Journal of Consumer Policy, 20: 409-442.
  • - Jolly, I., (1992), Greener Marketing: A Responsible Approach to Business, Sheffield, UK, Greenleaf Publishing (Ed: Charter Martin)
  • - Karaçay, G., 2005. Tersine Lojistik: Kavram ve İşleyiş. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt: 14, Sayı: 1: 317-332. (http://sosyalbilimler.cukurova.edu.tr/dergi/dosyalar/2005.14.1.215.pdf)
  • - Keleş, R., (1997), İnsan Çevre Toplum, İnsan Çevre Toplum (Der:Ruşen Keleş), Ankara: İmge Yayınevi: 9-18.
  • - Kotler, P., (1994), Marketing Management Analysis, Planning, Implementation and Control, Eighth Edition, Prentice-Hall Inc., NJ.
  • - Kronenberg, J., (2007), Making Consumption “Reasonable”. Journal of Cleaner Production, 15: 557-566.
  • - Kurtuluş, K., (1998), Pazarlama Araştırmaları (6. Baskı), Avcıol Basım Yayın, İstanbul.
  • - Maineri, T.; Barnett, E.G., (1997), Green Buying: The Influence of Environmental Concern on Consumer Behavior, Journal of Social Psychology, Vol.137, Issue 2: 189-205.
  • - Nakip, M., (2003), Pazarlama Araştırmaları, Teknikler ve Uygulamalar, Seçkin Yayınları, Ankara.
  • - Nakip, M., (2005), Pazarlama Araştırmalarına Giriş (SPSS Destekli), İkinci Basım, Seçkin Yayınları, Ankara.
  • - Obermiller, C., (1995), The Baby Is Sick / the Baby Is Well: A Test of Environmental Communication Appeals, Journal of Advertising, Vol.24, Issue 2: 55-71.
  • - Ottman, J.A., (1997), Green Marketing Opportunity for Innovation (2nd Edition), Ntc Business Books.
  • - Ottman J.A., (2001), Will the Consumer Pay A Premium for Green. http://www.greenmarketing.com/articles.html (21.12.2001)
  • - Polonsky, M.J.; Stephen G.; Carlson L.; Kangun N., (1997), International Environmental Marketing Claims: Real Changes or Simple Posturing, International Marketing Review, Vol.14, No.4: 218-232.
  • - Roberts, A.J.; Bacon R.D., (1997), Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior, Journal of Business Research, Vol.40: 79-89.
  • - Roberts, A.J., (1996), Green Consumer in the 1990s: Profile and Implications for Advertising, Journal of Business Research, Vol.36, No:3: 217-231.
  • - Schlegelmilch, B.B.; Bohlen, G.M.; Diamantopoulos, A., (1996), The Link Between Green Purchasing Decisions and Measures of Environmental Consciousness. European Journal of Marketing, Vol.30, No.5: 35-55.
  • - Schuhwerk, M.E.; Lefkoff-Hagius, R., (1995), Green or Non-Green? Does Type Of Appeal Matter When Advertising Agreen Product, Journal Of Advertising, Vol.24, Issue 2: 44-54.
  • - Schwepker Jr.C.H.; Cornwell, T. Bettina, (1991), An Examination Of Ecologically Concerned Consumers And Their Intention To Purchase Ecologically Packaged Products, Journal Of Public Policy & Marketing, Fall, Vol.10, Issue 2: 77-101.
  • - Shrum, L.J.; McCarty, J.A.; Lowrey, T.M. (1995). Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy. Journal of Advertising, Vol. 24, No.2, Summer: 71-82.
  • - Speer, T.L., (1997), Growing In the Green Market, American Demographics, Vol.19: 45-50. - SPSS Inc., (1993), SPSS for WINDOWS Professional Statistics, Release 6.0.
  • - Straughan, D.R.; Roberts A.J., (1999), Environmental Segmentation Alternatives: A Look At Green Consumer Behavior In The New Millennium, Journal of Consumer Marketing, Vol.16, No.6: 558-575.
  • - Tarhan, A.B., (1996), Turkish Consumers Perceptions of Environmental Claims, Yüksek Lisans Tezi, Ortadoğu Teknik Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
There are 42 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Arş.gör. Burak Nakıboğlu This is me

Publication Date September 1, 2007
Submission Date December 29, 2013
Published in Issue Year 2007 Volume: 16 Issue: 2

Cite

APA Nakıboğlu, A. B. (2007). Tüketimin Çevreci Boyutu: Çevreci Tutum Ve Davranışlara Göre Pazar Bölümlemesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 16(2), 423-438.