AN ANALYSIS ON GREEN PURCHASING BEHAVIOR WITHIN THE FRAMEWORK OF THE THEORY OF PLANNED BEHAVIOR

Year 2024, Volume: 4 Issue: 1, 32 - 52, 28.12.2023

Müge Öztunç , Yasemin Yaprak

Abstract

PLANLI DAVRANIŞ TEORİSİ ÇERÇEVESİNDE YEŞİL GİYİM SATIN ALMA DAVRANIŞI ÜZERİNE BİR ANALİZ

Abstract

Günümüzde tüketicilerin çevre bilinci kazanmasıyla birlikte sürdürebilirlik kavram oldukça önem kazanmış ve pek çok sektörde kendini göstermeye başlamıştır. Moda sektörü de bu kavramdan etkilenen bir sektör olmuştur. Özellikle “hızlı moda” kavramının ortaya çıkmasıyla markaların ürünlerini satın alırken tüketici daha dikkatli satın alma davranışı göstermeye başlamıştır. Hızlı moda sektöründe olan global markalar ise yeşil ürün kategorilerini giderek geliştirmektedir. Türkiye’de de faaliyet gösteren bu markalar Türk tüketicisi ile de bu ürünleri buluşturmuşlardır. Bu çalışma, bu markalardan biri olan H&M markası üzerinden 18-35 yaş arası 342 H&M kullanıcısı ile çevirim içi anket tekniği ile toplanan verileri bir model üzerinden analiz etmektedir. Tüketicilerin çevre ile ilgili sorunların farkında olma ve bunların çözümüne kişisel olarak katkıda bulunma istekliliğini gösterme derecesini ölçen “çevresel kaygılar”, bireylerin ahlaki standartlarını ve ilgili davranışta bulunma yükümlülüklerini ifade eden “öznel normlar”, tüketicilerin bir ürünün veya hizmetin faydasının değerlendirilmesine dayalı olarak ürünün değeri hakkındaki görüşlerini ölçen “algılanan değerler” ve bu faktörlerin satın alma tutumu ve satın alma davranışına etkisi planlı davranış teorisi (PDK) temel alınarak oluşturulan model açıklayıcı faktör Analizi, doğrulayıcı Faktör Analizi, YEM- Yol analizi gibi yöntemlere başvurularak test edilmiştir. Analiz sonucunda algılanan değer ile satın alma davranışı arasında istatistiki bir anlamlılığa rastlanmamış, algılanan değer ile satın alma tutumu ve satın alma tutumu ile satın alma davranışı arasında pozitif yönlü bir ilişki kaydedilmiştir.

Keywords

Sürdürülebilir moda, tüketici davranışları, yeşil satın alma tutumu, planlı davranış teorisi

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