SÜRDÜRÜLEBİLİRLİK FARKINDALIĞININ ETKİSİ VE SÜRDÜRÜLEBİLİR MODA GİYSİLERİNİ SATIN ALMA NİYETİNE YÖNELİK TUTUM: SÜRDÜRÜLEBİLİRLİĞE YÖNELİK BAĞLILIĞIN ARABULUCU ROLÜ

Yıl 2020, Cilt: 13 Sayı: 1, 29 - 48, 01.06.2020

Zanete Garanti

Öz

Sürdürülebilirlik konusunun geçtiğimiz bir kaç on yıllık sürede dikkatleri üzerine çektiği görülmektedir. Mevcut dönemde gerçekleştirilen eylemlerin gelecek nesiller üzerindeki olası etkilerinin asgari düzeyde olmasını ümit eden kamu, özel sektör ve müşteriler, sürdürülebilirlik konularına büyük önem atfetmektedirler. Buna rağmen, akademik literatür müşteri sürdürülebilirlik bilgisi - davranış ilişkisi konusunda bir araştırma boşluğu olduğuna işaret etmektedir. Bahsekonu boşluğu doldurmak amacıyla gerçekleştirilen mevcut araştırma, 1 sürdürebilirlik farkındalığı ve sürdürülebilirliğe yönelik yaklaşımların sürdürülebilirliğe olan bağlılık ve sürdürülebilir moda giysilerini satın alma yönelimine olan etkisini belirlemek, 2 sürdürülebilirliğe yönelik bağlılık ve satın alma yönelim ilişkisini test etmek ve 3 sürdürülebilirliğe yönelik bağlılığın, sürdürülebilirlik farkındalığı, yaklaşımlar ve satın alma yönelimi ilişkisindeki arabuluculuk rolünü netleştirmek üzere tasarlanmıştır. Bu çalışmada nicel araştırma yöntemi kullanılmış olup, veriler Kuzey Kıbrıs’ta öğrenim gören uluslararası öğrenciler tarafından cevaplanan 400 adet anketten oluşmaktadır. Veriler PLS-SEM kullanılarak analiz edilmiştir. Araştırma sonuçları, sürdürülebilirlik farkındalığının sürdürülebilirliğe yönelik bağlılığı önemli derecede etkilediğini ve ayni etkinin daha sonra sürdürülebilir moda giysilerini satın alma yönelimine de yansıdığını göstermektedir. Mevcut araştırma ayrıca, sürdürülebilir yaklaşımların, sürdürülebilir kıyafetleri satın alma yönelimini etkilediğini ancak sürdürülebilirliğe olan bağlılık üzerinde herhangi bir etkisi bulunmadığını ortaya koymaktadır. Bu da sürdürülebilirliğe yönelik bağlılığın sadece sürdürülebilirlik farkındalığı ve sürdürülebilir moda giysilerini satın alma yöneliminde bir arabulucuk rolü oynadığını göstermektedir. Sonuçların gerek teorik gerekse pratik çıkarımları araştırmada sunulmaktadır

Anahtar Kelimeler

Sürdürülebilirlik farkındalığı, sürdürülebilirliğe yönelik yaklaşımlar, satın alma yönelimi, sürdürülebilir moda, Kuzey Kıbrıs

IMPACT OF SUSTAINABILITY AWARENESS AND ATTITUDES ON INTENTION TO PURCHASE SUSTAINABLE FASHION CLOTHING: MEDIATING ROLE OF SUSTAINABILITY COMMITMENT

Öz

Sustainability has gained its attention in last decades, and nowadays both public and private sector, as well as customers give high importance to the sustainability issues, expecting the present actions to have minimal economic, social and environmental impact on future generations. Nevertheless, academic literature indicate existing research gap on customer sustainability knowledge- behavior relationship. To address the gap in the literature, current study is designed to 1 identify sustainability awareness and sustainability attitudes impact on sustainability commitment and intention to purchase sustainable fashion clothing, 2 test the sustainability commitment and purchase intent relationship and to 3 clarify the mediating role of sustainability commitment in sustainability awareness, attitudes and purchase intention relationship. Quantitative study approach was used and total of 400 questionnaires filled by international students studying in Northern Cyprus were used for the analysis. Data then was analyzed using PLS-SEM. The results of the study indicate that sustainability awareness significantly impacts sustainability commitment, which then has an impact on purchase intent for sustainable fashion clothing. In contrast, sustainable attitudes does impact purchase intent for sustainable clothing, but does not have an influence on sustainability commitment. Therefore, sustainability commitment plays the mediating role only in sustainability awareness and purchase intent for sustainable clothing relationship. Drawn from the current outcomes, both theoretical and practical implications are presented in the research

Anahtar Kelimeler

Sustainability awareness, sustainability attitudes, purchase intention, sustainable fashion, Northern Cyprus

Kaynakça

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