SÜRDÜRÜLEBİLİR TÜKETİM MOTİVASYONUNDA SÜRDÜRÜLEBİLİR MODA KAVRAMININ ETKİSİ

Yıl 2022, Cilt: 4 Sayı: 1, 79 - 110, 28.02.2022

Peruze Cansu Akdeniz , Yunus Dursun

Öz

Gün geçtikçe artan ekolojik sorunlar, bireylerin yeşil tüketim motivasyonlarına da yön vermektedir. Ekolojik sorunların sorumlusu olan sektörlerden birinin de moda endüstrisi olduğu düşünüldüğünde, tüketicilerin sürdürülebilir moda ürünlerine yönelmesi beklenen bir durum haline gelmektedir. Bu sebeple, mevcut araştırma tüketicilerin sürdürülebilir giyim ürünlerine yönelik davranışsal niyetlerinin itici güçlerini ve önündeki engelleri araştırmak üzere yapılmıştır. Bu doğrultuda, kolayda örnekleme yöntemi aracılığıyla 394 tüketiciye ulaşılmış ve bu tüketicilere online anket uygulaması yapılmıştır. Elde edilen veriler AMOS 26 paket programı kullanılarak yapısal eşitlik modellemesi ile analiz edilmiştir. Araştırma sonucunda katılımcıların sahip olduğu çevre bilgisinin, çevre kaygısının, sürdürülebilir tutumlarının ve öznel normlarının, sürdürülebilir giyim ürünü satın alma niyetlerini, bu niyetin de sürdürülebilir giyim satın alma davranışını etkilediği sonucuna ulaşılmıştır. Öte yandan, ekonomik ve estetik risk faktörlerinin katılımcıların sürdürülebilir giyim ürünü satın alma niyetini etkilemediği tespit edilmiştir.

Anahtar Kelimeler

sürdürülebilir moda, sürdürülebilir tüketim, sürdürülebilir tutum

The Effect of Sustainable Fashion Concept on Sustainable Consumption Motivation

Öz

Kaynakça

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