YEŞİLİN KUŞAKLARARASI TONLARI: GELECEK KAYGISI ÇEVRECİ VE TUTUMLU TÜKETİMİ NASIL ŞEKİLLENDİRİYOR?

Abstract

Bu çalışmanın amacı gelecek kaygısının çevreci ve tutumlu tüketim davranışları üzerindeki etkisini X, Y ve Z kuşakları bağlamında incelemektir. Araştırma modelini değerlendirmek için keşifsel ve doğrulayıcı faktör analizleri, yapısal denklem modellemesi ve çoklu grup analizi gibi bir dizi analitik metodolojiyi kapsayan kapsamlı bir ampirik inceleme yapılmıştır. Çalışma, 990 geçerli anketten oluşan bir örneklem büyüklüğü kullanılarak gerçekleştirilmiştir. Sonuçlar, gelecek kaygısı değişkeninin “gelecek belirsizliği kaygısı - bireyin geleceğinin belirsizliği ile ilişkili kaygısı” ve “kendini ispatlama kaygısı - bireyin özellikle hayatının ilerleyen dönemlerinde saygınlık kazanamayacağı ve hayatta belirli amaçları gerçekleştirememiş olacağıyla ilgili kaygısı” olmak üzere iki farklı faktörden oluşacak şekilde kavramsallaştırılabileceğini göstermektedir. Ayrıca, gelecek belirsizliği kaygısının çevreci ve tutumlu tüketim davranışlarını orta düzeyde olumlu yönde, kendini ispatlama kaygısının ise orta düzeyde olumsuz yönde etkilediği saptanmıştır. Çoklu grup analizleri sonucunda yapısal etkilerin kuşaklar bağlamında değiştiği görülmüştür.

Keywords

• Gelecek Kaygısı
• Çevreci Tüketim Davranışı
• Tutumlu Tüketim Davranışı
• Kuşaklar
• Çoklu Grup Analizi

GENERATIONAL SHADES OF GREEN: HOW FUTURE ANXIETY SHAPES ENVIRONMENTAL AND FRUGAL CONSUMPTION?

Abstract

The purpose of this study is examining the effect of future anxiety on environmental and frugal consumption behaviors in the context of X, Y and Z generations. A comprehensive empirical examination was conducted to assess the research model, encompassing a range of analytical methodologies which are exploratory and confirmatory factor analyses, structural equation modeling, and multigroup analysis. The study was conducted using a sample size of 990 valid surveys. The results show that the future anxiety variable is conceptualized as consisting of two different factors: “future uncertainty anxiety- the anxiety associated with the uncertainty of one's future” and “self-proving anxiety - the anxiety that the individual will not be able to gain respectability and achieve certain goals in life, particularly in the later stages of their life”. Moreover, it was found that future uncertainty anxiety had a moderate positive effect on environmental and frugal consumption behaviors, whereas self-proving anxiety had a moderate negative effect. As a result of multi-group analysis, the structural relationships change in the context of generations.

Keywords

• Future Anxiety
• Environmental Consumption Behavior
• Frugal Consumption Behavior
• Generations
• Multi Group Analysis

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