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Anti- Consumption Individuals' Attitudes Towards Environmental Advertisements

Year 2021, Volume: 14 Issue: 2, 784 - 804, 25.04.2021
https://doi.org/10.18094/josc.877887

Abstract

Today, waste-based consumption is a very common bevahior of consumers. However, this consumption style both makes individuals unhappy and harms the nature. This situation causes consumers to have a negative attitude towards consumption. In other words, today there are consumers who do not enjoy consumption and do not consume unconsciously. These individuals who do not enjoy consumption and resist consumption are generally thrifty, adopt a minimal lifestyle and prefer voluntary simplicity. Consumers who adopt such a lifestyle can display environmentally friendly behaviors and prefer environmentally friendly brands. In this context, the research examines whether there is a significant relationship between the materialism, thrift and voluntary simplification tendencies of individuals against consumption and their attitudes towards environmental advertisements, green brand awareness and their intention to purchase environmentally friendly products. According to the findings, there is a meaningful relationship between the materialism tendency of the consumers and their attitudes towards environmental advertisements, their green brand awareness and their intention to buy environmentally friendly products. Purchasing intentions about a meaningful relationship between the attitude tendency of consumers and their attitudes towards environmental advertisements and green purchasing intentions in the research on the subject. In addition, research on a meainingful relationship between consumer simplification of consumers and their intention to buy environmentally friendly products.

References

  • Albinsson, P. A., Wolf, M., & Kopf, D. A. (2010). Anti‐consumption in East Germany: Consumer resistance to hyperconsumption. Journal of Consumer Behaviour , 9, 412-425.
  • Alnıaçık, Ü. (2009). Tükericilerin çevreye duyarlılığı ve reklamlardaki çevreci iddialar. Kocaeli Üniversitesi Sosyal Bilimler Enstütüsü Dergisi , 18 (2), 48-79.
  • Alnıaçık, Ü., Yılmaz, C., & Alnıaçık, E. (2010). Reklamlarda çevreci iddialar ve reklam etkililiği: Basılı reklamlar üzerinde deneysel bir araştırma. Anadolu Üniversitesi Sosyal Bilimler Dergisi , 10 (1), 85-106.
  • Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Journal of Advertising. Shades of green: a multidimensional analysis of environmental advertising , 24 (2), 21-31.
  • Basci, E. (2014). A revisited concept of anti-consumption for marketing. International Journal of Business and Social Science , 5 (7), 160-168.
  • Belk, R. W. (1984). Three scales to measure constructs related to materialism reliability, validity and relationships to measures of happiness. Advances in Consumer Research , 11 (1), 291-297.
  • Benli, T., Karaosmanoğlu, K., & Taş, Ö. (2017). Çalışan bireylerin yeşik ürün reklamlarına yönelik tutumlarını etkileyen faktörlerin demografik özelliklerine göre farklılıkları. BMIJ , 5 (4), 235-256.
  • Black, I. R., & Cherrier, H. (2010). Anti-consumption as part of living a sustainable lifestlye: daily practice, contextual motivations and subjective values. Journal of Consumer Behavior , 9, 437-453.
  • Boujbel, L., & D'astous, A. (2012). Voluntary simplicity and life satisfaction: exploring the mediating role of consumption desires. Journal of Consumer Behaviour , 11, 487-494.
  • Carlson, L., Grove, S. J., & Kangun, N. (1993). A content analysis of environmental advertising claims: a matrix method approach . Journal of Advertising , 22 (3), 27-39.
  • Chatzidakis, A., & Lee, M. S. (2012). Anti-consumption as the study of reasons against. Journal of Macromarketing , 33 (3), 190-203.
  • Çam, M. S., & Ürün, E. (2019). Sürdürülebilirlik ve yeşil markalar: Toyota örneği üzerine bir inceleme. Research Gate: file:///Users/yelda/Downloads/yesil-markalar.pdf adresinden alınmıştır
  • Daun, A. (1983). The materialistic life-style: some socio-psychological aspects. Consumer Behavior and Environmental Quality , 6-16.
  • Davis, J. J. (1993). Strategies for environmental advertising. Journal of Consumer Marketing , 10 (2), 19-36.
  • Dopierala, R. (2017). Minimalism- A new mode of consumption? Przeglad Sociologiczny , 66 (4), 67-83.
  • Ersoy, K. M. (2015, 06 03). Bomba değil, yemek: bombalara karşı sofralar. 01 01, 2021 tarihinde Gaia Dergisi: https://gaiadergi.com/bomba-degil-yemek-bombalara-karsi-sofralar/bombalara-karsi-sofralar/ adresinden alındı
  • Güsan, G., Aktaş, E., & Güvendik, Ö. (2016). Yeşil ürün grupları çerçevesinde tüketici farkındalığı. Istanbul Journal of Social Sciences , 13, 1-16.
  • Hassan, R., & Valenzuela, F. (2016). Customer perception of green advertising in the context of eco-friendly FMCGS. Contemporary Management Research , 12 (2), 169-182.
  • Haytko, D. L., & Matulich, E. (2008). Green advertising and environmentally responsible consumer behaviors: Linkages examined. Journal of Management and Marketing , 1, 2-11.
  • Iwata, O. (2006). An evaluation of consumerism and lifestyle as correlates of a voluntary simplicity lifestyle. Social Behavior and Personality , 34 (5), 557-568.
  • Karaboğa, T. (2016). Televizyon dizilerinde tüketim olgusu. International Journal of Human Sciences , 13 (1), 2072-2101.
  • Karaca, Ş. (2013). Tüketicilerin yeşil ürünlere ilişkin tutumlarının incelenmesine yönelik bir araştırma. Ege Akademik Bakış , 13 (1), 99-111.
  • Karna, J., Juslin, H., Ahonen, V., & Hansen, E. (2001). Green advertising: greenwash or a true reflection of marketing strategies? Greener Management International , 33, 59-70.
  • Kasser, T. (2005). Frugality, generosity, and materialism in children and adolescents. K. A. Moore, & L. H. Lippman içinde, In What Do Children Need to Flourish? (s. 357-373). Boston MA: Springer.
  • Kaynak, R., & Eksi, S. (2011). Ethnocentrism, religiosity, environmental and health consciousness: motivators for anti-consumers. Eurasian Journal of Business and Economics , 4 (8), 31-50.
  • Kline, R. B. (2011). Principles and Practice of Structural Equation Modelling (Cilt 3). New York: Guilford Press.
  • Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul: Türkmen Kitabevi.
  • Lastovicka, J. L., Bettencourt, L. A., Hughner, R. S., & Kuntze, R. J. (1999). Lifestyle of the tight and frugal: theory and measurement. Journal of Consumer Research , 26 (1), 85-98.
  • Lloyd, K., & Pennington, W. (2020). Towards a theory of minimalism and wellbeing. International Journal of Applied Positive Psychology , 5, 121-136.
  • Nepomuceno, M. V., & Laroche, M. (2015). The impact of materialism and anti-consumption lifestyles on personal debt and account balances. Journal of Business Research , 68 (3), 1-11.
  • Palafox, L. C. (2020). When less is more: minimalism and the environment. Environmental and Earth Law Journal , 10, 64-88.
  • Penaloza, L., & Price, L. L. (1993). Consumer resistance: a conceptual overview. L. Mcalister, & M. L. Rothschild içinde, NA - Advances in Consumer Research (Cilt 20, s. 123-128). Provo, UT: Association for Consumer Research.
  • Rahbar, E., & Wahid, N. A. (2011). Inverstigation of green marketing tools’ effect on concumers’ purchase behavior. Business Strategy Series , 12 (2), 73-83.
  • Rick, S. I., Cynthia, C. E., & Loewenstein, G. (2008). Tightwads and spendthrifts. Journal of Consumer Research , 34 (6), 767-782.
  • Serekan, U. (2002). Research Methods for Business: A Skill Building Approach (Cilt 4). USA: John Wiley & Sons.
  • Shama, A. (1981). Coping with staglation: voluntary simplicity. Journal of Marketing , 45 (3), 120-134.
  • Shaw, D., & Moraes, C. (2009). Voluntary simplicity: an exploration of market interactions. International Journal of Consumer Studies , 33 (2), 215-223.
  • Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of Consumer Marketing , 16 (6), 558-575.
  • Tariq, M. Z. (2014). Impact of green advertisement and green brand awareness on green satisfaction with mediating effect of buying behavior. Journal of Managerial Sciences , 8 (2), 274-289.
  • Taş, S. (2020). Tüketim karşıtı yaşam tarzları: freeganizm, gönüllü sadelik ve minimalizm. Toplum ve Kültür Araştırmaları Dergisi , 6, 38-64.
  • Tavakol, M., & Dennick, R. (2011). Making sense of cronbach’s alpha. International Journal of Medical Education , 2, 53-55.
  • Ulusu, Y., & Köksal, D. (2012). Yeşil reklama yönelik tutum: üniversite öğrencileri üzerine bir uygulama. Journal of Yasar University , 27 (7), 4642-4669. Zavestoski, S. (2002). Guest editorial: anticonsumption attitudes. Psychology & Marketing , 19 (2), 121-126.
  • Zinkhan, G. M., & Carlson, L. (1995). Green advertising and the reluctant consumer. Journal of Advertising , 24 (2), 1-6.

Tüketim Karşıtı Bireylerin Çevreci Reklamlara Olan Tutumları

Year 2021, Volume: 14 Issue: 2, 784 - 804, 25.04.2021
https://doi.org/10.18094/josc.877887

Abstract

Günümüzde hızlı ve aşırı tüketim sık görülen bir davranıştır. Fakat bu tüketim tarzı hem bireyleri mutsuz etmekte hem de doğaya zarar vermektedir. Bu durum da bilinçlenen tüketicilerin tüketime karşı davranışlar sergilemelerine aracı olabilmektedir. Diğer bir deyişle günümüzde tüketimden zevk almayan ve bilinçsiz tüketim yapmayan tüketim karşıtları bulunmaktadır. Tüketimden zevk almayan, tüketmeye direnen bu bireyler genellikle tutumlu olup, minimal bir yaşam tarzını benimsemekte ve gönüllü sadeliği tercih etmektedir. Bu tarz bir yaşamı benimseyen tüketim karşıtları çevreci davranışlar sergileyip, çevre dostu markaları tercih edebilmektedir. Bu bağlamda araştırmada tüketim karşıtı olan bireylerin materyalizm, tutumluluk ve gönüllü sadeleşme eğilimleri ile çevreci reklamlara olan tutumları, yeşil marka bilinci ve çevreci ürün satın alma niyetleri arasında anlamlı bir ilişkinin olup olmadığı irdelenmektedir. Araştırmada veri toplama tekniği olarak anket uygulanmıştır. Elde edilen bulgulara göre tüketicilerdeki materyalizm eğilimi ile çevreci reklamlara olan tutumları, yeşil marka bilinçleri ve çevreci ürünleri satın alma niyetleri arasında anlamlı bir ilişki bulunmuştur. Ayrıca araştırmada tüketicilerdeki tutumluluk eğilimi ile çevreci reklamlara olan tutumları ve çevreci ürünleri satın alma niyetleri arasında da anlamlı bir ilişki tespit edilmiştir. Bunların yanı sıra tüketicilerin gönüllü sadeleşmeleri ile tüketicilerin çevreci ürünleri satın alma niyetleri arasında da anlamlı bir ilişki vardır.

References

  • Albinsson, P. A., Wolf, M., & Kopf, D. A. (2010). Anti‐consumption in East Germany: Consumer resistance to hyperconsumption. Journal of Consumer Behaviour , 9, 412-425.
  • Alnıaçık, Ü. (2009). Tükericilerin çevreye duyarlılığı ve reklamlardaki çevreci iddialar. Kocaeli Üniversitesi Sosyal Bilimler Enstütüsü Dergisi , 18 (2), 48-79.
  • Alnıaçık, Ü., Yılmaz, C., & Alnıaçık, E. (2010). Reklamlarda çevreci iddialar ve reklam etkililiği: Basılı reklamlar üzerinde deneysel bir araştırma. Anadolu Üniversitesi Sosyal Bilimler Dergisi , 10 (1), 85-106.
  • Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Journal of Advertising. Shades of green: a multidimensional analysis of environmental advertising , 24 (2), 21-31.
  • Basci, E. (2014). A revisited concept of anti-consumption for marketing. International Journal of Business and Social Science , 5 (7), 160-168.
  • Belk, R. W. (1984). Three scales to measure constructs related to materialism reliability, validity and relationships to measures of happiness. Advances in Consumer Research , 11 (1), 291-297.
  • Benli, T., Karaosmanoğlu, K., & Taş, Ö. (2017). Çalışan bireylerin yeşik ürün reklamlarına yönelik tutumlarını etkileyen faktörlerin demografik özelliklerine göre farklılıkları. BMIJ , 5 (4), 235-256.
  • Black, I. R., & Cherrier, H. (2010). Anti-consumption as part of living a sustainable lifestlye: daily practice, contextual motivations and subjective values. Journal of Consumer Behavior , 9, 437-453.
  • Boujbel, L., & D'astous, A. (2012). Voluntary simplicity and life satisfaction: exploring the mediating role of consumption desires. Journal of Consumer Behaviour , 11, 487-494.
  • Carlson, L., Grove, S. J., & Kangun, N. (1993). A content analysis of environmental advertising claims: a matrix method approach . Journal of Advertising , 22 (3), 27-39.
  • Chatzidakis, A., & Lee, M. S. (2012). Anti-consumption as the study of reasons against. Journal of Macromarketing , 33 (3), 190-203.
  • Çam, M. S., & Ürün, E. (2019). Sürdürülebilirlik ve yeşil markalar: Toyota örneği üzerine bir inceleme. Research Gate: file:///Users/yelda/Downloads/yesil-markalar.pdf adresinden alınmıştır
  • Daun, A. (1983). The materialistic life-style: some socio-psychological aspects. Consumer Behavior and Environmental Quality , 6-16.
  • Davis, J. J. (1993). Strategies for environmental advertising. Journal of Consumer Marketing , 10 (2), 19-36.
  • Dopierala, R. (2017). Minimalism- A new mode of consumption? Przeglad Sociologiczny , 66 (4), 67-83.
  • Ersoy, K. M. (2015, 06 03). Bomba değil, yemek: bombalara karşı sofralar. 01 01, 2021 tarihinde Gaia Dergisi: https://gaiadergi.com/bomba-degil-yemek-bombalara-karsi-sofralar/bombalara-karsi-sofralar/ adresinden alındı
  • Güsan, G., Aktaş, E., & Güvendik, Ö. (2016). Yeşil ürün grupları çerçevesinde tüketici farkındalığı. Istanbul Journal of Social Sciences , 13, 1-16.
  • Hassan, R., & Valenzuela, F. (2016). Customer perception of green advertising in the context of eco-friendly FMCGS. Contemporary Management Research , 12 (2), 169-182.
  • Haytko, D. L., & Matulich, E. (2008). Green advertising and environmentally responsible consumer behaviors: Linkages examined. Journal of Management and Marketing , 1, 2-11.
  • Iwata, O. (2006). An evaluation of consumerism and lifestyle as correlates of a voluntary simplicity lifestyle. Social Behavior and Personality , 34 (5), 557-568.
  • Karaboğa, T. (2016). Televizyon dizilerinde tüketim olgusu. International Journal of Human Sciences , 13 (1), 2072-2101.
  • Karaca, Ş. (2013). Tüketicilerin yeşil ürünlere ilişkin tutumlarının incelenmesine yönelik bir araştırma. Ege Akademik Bakış , 13 (1), 99-111.
  • Karna, J., Juslin, H., Ahonen, V., & Hansen, E. (2001). Green advertising: greenwash or a true reflection of marketing strategies? Greener Management International , 33, 59-70.
  • Kasser, T. (2005). Frugality, generosity, and materialism in children and adolescents. K. A. Moore, & L. H. Lippman içinde, In What Do Children Need to Flourish? (s. 357-373). Boston MA: Springer.
  • Kaynak, R., & Eksi, S. (2011). Ethnocentrism, religiosity, environmental and health consciousness: motivators for anti-consumers. Eurasian Journal of Business and Economics , 4 (8), 31-50.
  • Kline, R. B. (2011). Principles and Practice of Structural Equation Modelling (Cilt 3). New York: Guilford Press.
  • Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul: Türkmen Kitabevi.
  • Lastovicka, J. L., Bettencourt, L. A., Hughner, R. S., & Kuntze, R. J. (1999). Lifestyle of the tight and frugal: theory and measurement. Journal of Consumer Research , 26 (1), 85-98.
  • Lloyd, K., & Pennington, W. (2020). Towards a theory of minimalism and wellbeing. International Journal of Applied Positive Psychology , 5, 121-136.
  • Nepomuceno, M. V., & Laroche, M. (2015). The impact of materialism and anti-consumption lifestyles on personal debt and account balances. Journal of Business Research , 68 (3), 1-11.
  • Palafox, L. C. (2020). When less is more: minimalism and the environment. Environmental and Earth Law Journal , 10, 64-88.
  • Penaloza, L., & Price, L. L. (1993). Consumer resistance: a conceptual overview. L. Mcalister, & M. L. Rothschild içinde, NA - Advances in Consumer Research (Cilt 20, s. 123-128). Provo, UT: Association for Consumer Research.
  • Rahbar, E., & Wahid, N. A. (2011). Inverstigation of green marketing tools’ effect on concumers’ purchase behavior. Business Strategy Series , 12 (2), 73-83.
  • Rick, S. I., Cynthia, C. E., & Loewenstein, G. (2008). Tightwads and spendthrifts. Journal of Consumer Research , 34 (6), 767-782.
  • Serekan, U. (2002). Research Methods for Business: A Skill Building Approach (Cilt 4). USA: John Wiley & Sons.
  • Shama, A. (1981). Coping with staglation: voluntary simplicity. Journal of Marketing , 45 (3), 120-134.
  • Shaw, D., & Moraes, C. (2009). Voluntary simplicity: an exploration of market interactions. International Journal of Consumer Studies , 33 (2), 215-223.
  • Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of Consumer Marketing , 16 (6), 558-575.
  • Tariq, M. Z. (2014). Impact of green advertisement and green brand awareness on green satisfaction with mediating effect of buying behavior. Journal of Managerial Sciences , 8 (2), 274-289.
  • Taş, S. (2020). Tüketim karşıtı yaşam tarzları: freeganizm, gönüllü sadelik ve minimalizm. Toplum ve Kültür Araştırmaları Dergisi , 6, 38-64.
  • Tavakol, M., & Dennick, R. (2011). Making sense of cronbach’s alpha. International Journal of Medical Education , 2, 53-55.
  • Ulusu, Y., & Köksal, D. (2012). Yeşil reklama yönelik tutum: üniversite öğrencileri üzerine bir uygulama. Journal of Yasar University , 27 (7), 4642-4669. Zavestoski, S. (2002). Guest editorial: anticonsumption attitudes. Psychology & Marketing , 19 (2), 121-126.
  • Zinkhan, G. M., & Carlson, L. (1995). Green advertising and the reluctant consumer. Journal of Advertising , 24 (2), 1-6.
There are 43 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Yelda Ülker 0000-0001-8105-2686

Publication Date April 25, 2021
Submission Date February 10, 2021
Published in Issue Year 2021 Volume: 14 Issue: 2

Cite

APA Ülker, Y. (2021). Tüketim Karşıtı Bireylerin Çevreci Reklamlara Olan Tutumları. Selçuk İletişim, 14(2), 784-804. https://doi.org/10.18094/josc.877887