Çevre etiği farkındalığı, ekolojik zekâ ve doğa sevgisinin sürdürülebilir tüketim davranışı üzerindeki etkisi

Abstract

Toplumların ve ülkelerin sürdürülebilirlik hedeflerine ulaşabilmeleri için, bireylerin, firmaların ve devletlerin sorumlulukları bulunmaktadır. Sürdürülebilir tüketim davranışı, tüketicilerin kıt kaynakları en etkin biçimde kullanarak, doğal yaşama ve eko-sisteme en az düzeyde zarar vererek gerçekleştirdikleri davranışlar olarak tanımlanmaktadır. Tüketiciler arasında sürdürülebilirlik anlayışının geliştirilebilmesi için, bireyleri sürdürülebilir tüketim davranışına iten öncüllerin bilinmesi gerekmektedir. Çalışmanın bu yönüyle pazarlama yöneticilerine ve alan yazınına katkı sağlayacağı düşünülmektedir. Bu doğrultuda bu çalışmada, çevre etiği farkındalığı, ekolojik zekâ ve doğa sevgisinin (doğa tutkusu, doğaya yakınlık, doğaya bağlılık) sürdürülebilir tüketim davranışı (çevre duyarlılığı, ihtiyaç dışı satın alma, tasarruf, yeniden kullanılabilirlik) üzerindeki etkileri incelenmiştir. Kayseri ilinde, kolayda örnekleme yöntemiyle seçilen 531 tüketici üzerinde gerçekleştirilen anket çalışması sonucunda elde edilen veriler Yapısal Eşitlik Modellemesi aracılığıyla analiz edilmiştir. Sonuçlar, doğa tutkusunun, doğaya bağlılığın, çevre etiği farkındalığının ve ekolojik zekânın çevre duyarlılığı üzerinde; doğa tutkusu ve doğaya yakınlığın ihtiyaç dışı satın alma üzerinde; doğa tutkusu ve ekolojik zekânın yeniden kullanılabilirlik üzerinde etkili olduğunu göstermektedir. Sürdürülebilir tüketim davranışı boyutlarından tasarruf davranışı üzerinde ise araştırmanın bağımsız değişkenlerinden herhangi birisinin etkili olmadığı gözlemlenmiştir.

Keywords

• sürdürülebilirlik
• sürdürülebilir tüketim davranışı
• doğa sevgisi
• çevre etiği farkındalığı
• ekolojik zekâ

The effect of environmental ethics awareness, ecological intelligence and the love of nature on sustainable consumption behavior

Abstract

Sustainability means taking into account the needs of future generations while meeting our own needs. In order for societies and countries to achieve their sustainability goals, individuals, companies and governments have responsibilities. Sustainable consumption behavior is defined as the behaviors that consumers perform in a way to use scarce resources in the most effective way with minimal damage to natural life and eco-system. In order to develop an understanding of sustainability among consumers, it is necessary to know the antecedents that push individuals towards sustainable consumption behavior. Therefore, it is thought that this study will contribute to the marketing managers and the literature. Accordingly, in this study, the effects of environmental ethics awareness, ecological intelligence and love of nature (passion for nature, intimacy with nature, commitment to nature) on sustainable consumption behavior (environmental sensitivity, non-need purchasing, saving, reusability) were examined. The data obtained as a result of the survey conducted on 531 consumers selected by convenience sampling method in Kayseri were analyzed through Structural Equation Modeling. The results show that passion for nature, commitment to nature, environmental ethics awareness and ecological intelligence effect environmental sensitivity; passion for nature and intimacy with nature effect unnecessary purchasing; passion for nature and ecological intelligence effect reusability. It was observed that none of the independent variables were effective on the saving behavior.

Keywords

• sustainability
• sustainable consumption behavior
• love of nature
• environmental ethics awareness
• ecological intelligence

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