Planned Obsolescence And Sustaınability In The Context Of Corporate Communication Strategies: A Qualitative Study On Consumers

Year 2025, Issue: Special Issue of the 1st Environment and Communication: Climate Change and Sustainability Symposium, 1 - 22, 30.04.2025

Ege Simge Demirel

https://doi.org/10.17680/erciyesiletisim.1578049

Abstract

Planned obsolescence is defined as determining a product's lifespan before its launch and planning the product life cycle within a specific strategy. Communication activities within planned obsolescence strategies aim to ensure consumption continuity by increasing sales, but they conflict with the concept of sustainability, which aims to meet today’s needs without compromising future generations' needs. This study aims to measure how consumers perceive communication efforts related to these concepts. The study's universe consists of consumers in Turkey who are conscious of sustainable consumption. The research, conducted with 11 sustainably conscious consumers, collected data on their sustainable behaviors, knowledge of communication activities within the frameworks of sustainability and planned obsolescence, and their evaluations of these concepts. The results showed that consumers with a sustainable lifestyle were unaware of companies' sustainability communication efforts and found them insufficient. Additionally, they were influenced by communication activities within planned obsolescence strategies and felt these efforts were inconsistent with sustainability. This study is important for evaluating sustainability communication efforts and company approaches in this field from the perspective of consumers who value sustainable living in Turkey.

Keywords

Corporate Communication , Planned Obsolescence Strategies , Sustainability Communication.

Kurumsal İletişim Stratejileri Bağlamında Planlı Eskitme Ve Sürdürülebilirlik: Tüketiciler Üzerine Nitel Bir Çalışma

Abstract

Planlı eskitme kavramı, bir ürünün kullanım süresinin, ürün piyasaya sürülmeden önce belirlenmesi ve ürün yaşam eğrisinin belirli bir strateji çerçevesinde planlanarak oluşturulması olarak tanımlanmaktadır. Planlı eskitme stratejileri çerçevesinde gerçekleştirilen iletişim faaliyetleri, üreticilerin daha fazla satış yaparak tüketim sürekliliğini sağlamayı amaçlarken, bugünün ihtiyaçlarını gelecek nesillerin ihtiyaçlarını karşılama kabiliyetinden ödün vermeden karşılamayı amaçlayan sürdürülebilirlik kavramı ile çelişmektedir. Bu çalışma, bu iki kavram bağlamında gerçekleştirilen iletişim çalışmalarının tüketiciler tarafından nasıl algılandığını ölçmeyi amaçlamaktadır. Çalışmanın evrenini, Türkiye’de sürdürülebilir tüketim bilincine sahip tüketiciler oluşturmaktadır. Sürdürülebilir tüketim bilincine sahip 11 tüketici üzerinde gerçekleştirilen araştırmada, katılımcıların sürdürülebilir davranışları, sürdürülebilirlik ve planlı eskitme stratejileri çerçevesinde gerçekleştirilen iletişim çalışmalarına dair bilgi düzeyleri ve bu iki kavramı değerlendirmeleri sonucunda veriler elde edilmiştir. Sonuç olarak, sürdürülebilir bir yaşam tarzına sahip tüketiciler, kurumların gerçekleştirdikleri sürdürülebilirlik iletişim çalışmalarından haberdar olmadıklarını ve bu çalışmaları yeterli bulmadıklarını belirtmişlerdir. Ayrıca, planlı eskitme stratejileri kapsamında gerçekleştirilen iletişim çalışmalarından etkilendiklerini ve bu çalışmaların sürdürülebilirlik ile bir tutarsızlık yarattığını ifade etmişlerdir. Bu çalışma, Türkiye’de sürdürülebilir yaşama önem veren tüketicilerin, kurumların gerçekleştirdiği sürdürülebilirlik iletişim çalışmalarını değerlendirme ve bu alandaki kurum yaklaşımlarını gözler önüne serme açısından önem taşımaktadır.

Keywords

Kurumsal İletişim , Planlı Eskitme Stratejileri , Sürdürülebilirlik İletişimi.

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