GELECEK KAYGISI VE SÜRDÜRÜLEBİLİR TÜKETİM BİLİNCİNİN MARKA TUTUMU VE SATIN ALMA NİYETİNE ETKİSİ: ARÇELİK ÖRNEĞİ

Abstract

Dünyada yıllarca yaşanan aşırı tüketim eğilimi, doğal çevrenin yıpranmasına sebep verdiğinden insanoğluna büyük bir tehdit oluşturmaktadır. Söz konusu tahribatın her geçen gün artıyor olmasının olumsuz sonuçları günümüzde iyice hissedilir hale gelmiştir. Covid-19 salgını, iklim krizi, vb., felaketler tüketicilerde eskiden olmadığı kadar fazla bir şekilde gelecek kaygısı yaratmaya başlamış ve buna bağlı olarak sürdürülebilirlik konusunda daha duyarlı hale gelmelerine sebep olmuştur. Tüketicilerin sürdürülebilirlik konusundaki beklentileri sadece devlet ve işletmeler ile sınırlı kalmamış, ayrıca kendi bireysel tüketimlerini ve yaşam tarzlarını da gözden geçirmelerine sebep olmuştur. Tüm bunlar dikkate alındığında gelecek kaygısının akademik çalışmalarda yeterince ele alınmamış olması şaşırtıcı bir durumdur. Gelecek kaygısının ayrıca tüketim, marka tutumu ve satın alma niyeti ile ilişkilerinin incelenmemiş olması literatürde büyük bir boşluk yaratmaktadır. Buradan hareketle çalışmanın amacı, gelecek kaygısının sürdürülebilir tüketim bilincine ve her ikisinin marka tutumu ve satın alma niyetine etkilerinin incelenmesidir. Çalışmada 414 Arçelik kullanıcısı üzerinden kolayda örnekleme yoluyla, çevrimiçi anket uygulanarak veri toplanmıştır. Yapısal Eşitlik Modellemesi analizi sonucuna göre gelecek kaygısının sürdürülebilir tüketim bilinci üzerinde, sürdürülebilir tüketim bilincinin marka tutumu üzerinde, marka tutumunun ise satın alma niyeti üzerinde anlamlı etkileri bulunmuş fakat gelecek kaygısı ve sürdürülebilir tüketim bilincinin satın alma niyeti üzerinde doğrudan bir etkisi saptanmamıştır.

Keywords

• gelecek kaygısı
• sürdürülebilirlik
• sürdürülebilir tüketim bilinci
• marka tutumu
• satın alma niyeti

THE EFFECT OF FUTURE ANXIETY AND CONSCIOUSNESS FOR SUSTAINABLE CONSUMPTION ON BRAND ATTITUDE AND PURCHASE INTENTION: ARÇELİK EXAMPLE

Abstract

For years excessive consumption by people has caused environmental damage which in turn has become a great threat to humankind. As the depletion of resources continue to increase year after year, its negative outcomes are becoming even more apparent in recent times. The Covid-19 pandemic, the climate crisis, etc has increased the future anxiety of people and hence has caused everyone to be more aware of the issue of sustainability. The expectations of consumers about sustainability is not only limited to the actions of the governments and firms but also leads many to evaluate their own individual consumption patterns and life styles as well. Taking all of these into consideration it is surprising that future anxiety has not received enough attention in academic studies. Moreover, its effects on consumption, brand attitude and purchase intention has not been examined causing a major gap in literature. Thus the aim of this study is to assess the effect of future anxiety on consciousness for sustainable consumption and their effects on brand attitude and purchase intention. Convenience sampling and online survey method were used and a total of 414 surveys from Arçelik users were collected. The result of Structural Equation Modelling analysis shows that future anxiety has a significant effect on consciousness for sustainable consumption, consciousness for sustainable consumption has a significant effect on brand attitude and brand attitude has a significant effect on purchase intention. However, future anxiety and consciousness for sustainable consumption do not have any direct effects on purchase intention.

Keywords

• future anxiety
• sustainability
• consciousness for sustainable consumption
• brand attitude
• purchase intention

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