Sürdürülebilir Bir Geleceğe Doğru: Eko-Etiketlerin Tüketici Nörobilimi Bağlamında Değerlendirilmesi

Year 2023, , 958 - 975, 28.10.2023

Kübra Ecer , Selami Varol Ülker

https://doi.org/10.25204/iktisad.1343651

Abstract

Bu çalışmada nörobilim teknikleri ile yapılan eko-etiket araştırmalarına dair literatür taraması yapılarak tüketici nörobilimi bağlamında eko-etiketlerin etkinliği değerlendirilmiştir. Bu çalışmanın amacı, Türkiye'de eko-etiketlerin etkinliğinin nörobilim teknikleriyle değerlendirildiği bir çalışmanın bulunmamasından kaynaklanan bu boşluğu doldurmaktır. Bu bağlamda nörobilim tekniklerinin kullanıldığı araştırmalara odaklanan bir literatür derlemesi sunularak eko-etiketlerin etkinliği değerlendirilmiştir. Yapılan araştırmalar, eko-etiketlerin sürdürülebilir tüketim davranışlarını teşvik etmede etkili bir araç olduğunu göstermektedir. Bireylerin açık ve örtük tepkilerini inceleme kapasitesi açısından tüketici nörobilimi, tüketici kararlarını anlamak için diğer yöntemlere göre daha güvenilir sonuçlar sunmaktadır. Bu çalışmada eko-etiketlerin çevre bilincinin artırılması ve sürdürülebilir üretim ile tüketim alışkanlıklarının teşvik edilmesinde etkili bir araç olarak kabul edilmesi gerektiği sonucuna varılmaktadır. Bunun yanı sıra nörobilim temelli araştırmaların sürdürülebilir tüketim politikalarının geliştirilmesi ve uygulanmasında önemli bir kaynak olarak kullanılması, bu politikaların etkinliğini artırma potansiyeline sahiptir.

Keywords

Tüketici davranışı, tüketici nörobilimi, eko-etiket, sürdürülebilirlik, davranışsal iktisat

Towards a Sustainable Future: Evaluating Eco-Labels in the Context of Consumer Neuroscience

Abstract

This study conducts a literature review of research that incorporates neuroscientific methods to evaluate the effectiveness of eco-labels within the realm of consumer neuroscience. The primary objective of this research is to address the existing gap in the literature concerning the evaluation of eco-label effectiveness using neuroscientific techniques within the Turkey context. To achieve this goal, it provides a comprehensive overview of studies utilizing neuroscientific techniques to assess the efficacy of eco-labels. The findings demonstrate that eco-labels are effective tools for promoting sustainable consumer behavior. Consumer neuroscience, especially in its capacity to investigate both explicit and implicit responses, offers more reliable outcomes in understanding consumer decisions compared to other methods. This study underscores the importance of acknowledging eco-labels as powerful instruments for increasing environmental awareness and encouraging sustainable production and consumption patterns. Furthermore, harnessing neuroscientific research can serve as a valuable resource in the development and implementation of sustainable consumption policies, thereby enhancing their effectiveness.

Keywords

Consumer behavior, consumer neuroscience, eco-label, sustainability, behavioral economics

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