TÜKETİCİLERİN PLASTİK MARKET POŞETLERİYLE İLGİLİ ALGILARINI ETKİLEYEN FAKTÖRLERİN SENARYO BAZLI DENEY YÖNTEMİYLE İNCELENMESİ

Year 2020, Volume: 18 Issue: 1, 122 - 137, 01.03.2020

Mertcan Taşçıoğlu

https://doi.org/10.11611/yead.656817

Abstract

Günümüzde çevreyi korumaya yönelik uygulamalar ve sürdürülebilirlik kavramı giderek artan bir öneme sahiptir. Birçok ülke plastik atıkları azaltmada yeni uygulamaları yürürlüğe sokmakta, bu bağlamda 1 Ocak 2019 tarihinden itibaren Türkiye’de de plastik poşetler 25 kuruşa satılmaya başlanmıştır. Satılan plastik poşetlerin yasalarla düzenlenen belirli minimum sınırları olmasına karşın poşetin dayanıklılığı, üzerinde marketin logosunun olup olmaması ve poşetin doğada yüzde yüz çözünüp çözünememesi konuları farklılık göstermektedir. Literatürde çevresel sürdürülebilirlik bağlamında birçok araştırma yer alsa da özellikle parayla satılan poşetlere tüketicilerin tepkisi konusunda araştırmalar yeterli değildir. Bu çalışmada senaryo bazlı deney yönteminden yararlanılarak tüketicilerin plastik poşetlerin çeşidine göre davranışları incelenmiştir. Sonuçlar tüketicilerin aldıkları poşet kalınsa üzerinde market logosunun olup olmamasının tüketicilerin tatminleri ve alışveriş niyeti üzerinde çok farkı yokken, inceyse market logosunun olmamasının tüketicilerin tatminlerini ve alışveriş niyetlerini artırdığını göstermektedir. Ayrıca poşetler doğada yüzde yüz çözünemiyorsa üzerinde market logosunun olup olmamasının tüketicilerin alışveriş niyeti üzerinde çok farkı yokken poşetler doğada yüzde yüz çözünebiliyorsa üzerinde market logosu olmaması tüketicilerin alışveriş niyetini artırmaktadır.

Keywords

Plastik poşet kullanımı, alışveriş niyeti, tüketici tatmini, olumlu ağızdan ağıza pazarlama niyeti

ANALYSIS OF FACTORS AFFECTING CONSUMERS' PERCEPTIONS ABOUT PLASTIC MARKET BAGS BY SCENARIO-BASED EXPERIMENTAL METHOD

Abstract

Today, environmental protection practices and the concept of sustainability are of increasing importance. Many countries in reducing plastic waste being enacted new applications, in this context since 1 January 2019 markets in Turkey has begun to sell plastic bags for 25 cents. Although the plastic bags have certain minimum limits regulated by law, the durability of the bags, whether they have the logo of the market and whether or not the bag is completely soluble in nature differ. Although there are many studies in the literature in the context of environmental sustainability, researches about consumer reaction to plastic bags that are sold are not sufficient. In this study, the behavior of consumers according to the type of plastic bags is examined by using scenario based experiment method. The results show that if the bag is thick, whether the market has logo on the bag or not cause no big difference on the satisfaction and shopping intention of the consumers, whereas the lack of the market logo increases the satisfaction and shopping intention of the consumers if the bag is thin. In addition, if the bags are not 100% biosoluble, whether the market has logo on the bag or not cause no big difference on shopping intention of the consumers, whereas the lack of the market logo increases the shopping intention of the consumers if the bag is 100% biosoluble.

Keywords

Plastic Bag Usage, Shopping Intention, Consumer Satisfaction, Positive Word of Mouth Intention

References

• Aman, A.H. Lizawati, Harun Amran, Hussein Zuhal, (2012), The Influence of Environmental Knowledge and Concern on Green Purchase Intention the Role of Attitude as a Mediating Variable, British Journal of Arts and Social Sciences, Vol. 7, No. 2, 145-167.
• Arı, Erkan, Veysel Yılmaz, (2017), Consumer attitudes on the use of plastic and cloth bags, Environ. Dev. Sustain, 19, 1219–1234.
• Belz, Frank Martin, (2006), Marketing in the 21st Century, Business Strategy and the Environment, 15: 139-144.
• Brown, Tom J., Barry, Thomas E., Dacin, Peter A., Gunst, Richard F., (2005), Spreading the Word: Investigating Antecedents of Consumers' Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context, Journal of the Academy of Marketing Science, Vol. 33, No. 2, 123-138.
• Brüggen, Elisabeth C., Bram Foubert, and Dwayne D. Gremler (2011), “Extreme Makeover: Short- and Long-Term Effects of a Remodeled Servicescape,” Journal of Marketing, 75 (5), 71-87.
• Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of marketing research, 16(1), 64-73.
• Churchill Jr, G. A., and Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491–504.
• Congar, Kerem (2019) “Poşet kullanımı yüzde 70'e yakın oranda azaldı halk yeni uygulamaya isyan etti” https://tr.euronews.com/2019/01/03/poset-kullanimi-yuzde-70-e-yakin-oranda-azaldi-halk-yeni-uygulamaya-isyan-etti (14.07.2019).
• Çevre ve Şehircilik Bakanlığı (2019) “Plastik Poşetlerin Ücretlendirilmesine İlişkin Usul ve Esaslarda Değişiklik Yapılmasına Dair Usul ve Esaslar”, https://webdosya.csb.gov.tr/db/cygm/icerikler/plasposetue_kons-eklr-20190328130118.pdf, (25.08.2019).
• Çevre Yönetimi Genel Müdürlüğü (2019) “Plastik Poşetlerin Ücretlendirilmesine İlişkin Açıklama” https://cygm.csb.gov.tr/plastik-posetlerin-ucretlendirilmesine-iliskin-aciklama-duyuru-377370, (25.08.2019).
• Dabholkar, P. A. (1994). Incorporating choice into an attitudinal framework: analyzing models of mental comparison processes. Journal of consumer research, 21(1), 100-118.
• Erem, Onur (2019) “Ücretli plastik poşetler: İade edip parasını geri almak mümkün mü?”, https://www.bbc.com/turkce/haberler-turkiye-46759419 (14.07.2019).
• Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. The Journal of Marketing, 56(1), 6–21.
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
• Grewal, Dhruv, Kent B. Monroe and R. Krishnan (1998), “The Effects of Price- Comparison Advertising on Buyer’s Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions,” JM, 62 (April), 46-59.
• Gürbüz, Hüseyin, Veysel Yılmaz, (2018), Üniversite Öğrencilerinin Naylon Poşet Kullanımına İlişkin Tutum ve Davranışlarının Yapısal Eşitlik Modellemesiyle Araştırılması, Sosyoekonomi, 26(38), 135-149.
• Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. vectors, 7th Edition.
• Harrison-Walker, L. Jean. 2001. "The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents." Journal of Service Research, 4 (August): 60-75.
• Kılıçer, Erkan, (2018), Plastik Poşet Vergisi ve Örnek Ülke Uygulamaları, Vergi Sorunları Dergisi, Sayı 357, 55-64.
• Lewis, Helen, Karli Verghese, Leanne Fitzpatrick, (2010), Evaluating the sustainability impacts of packaging: the plastic carry bag dilemma, Packaging Technology and Science, 23, 145–160.
• Maxham III, James G., (2001), Service recovery’s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions, Journal of Business Research, 54, 11-24.
• Miller, Rachel Marie, (2012), Plastic Shopping Bags: An Analysis of Policy Instruments for Plastic Bag Reduction, Master Thesis, Universiteit Utrecht.
• Muralidharan, Sidharth, Kim Sheehan, (2016), ‘‘Tax’’ and ‘‘Fee’’ Message Frames as Inhibitors of Plastic Bag Usage Among Shoppers: A Social Marketing Application of the Theory of Planned Behavior, Social Marketing Quarterly, 22(3), 200-217.
• Ng, S., Paladino, A., (2009), Examining the Influences of Intention to Purchase Green Mobile Phones among Young Consumers: An Empirical Analysis. ANZMAC, pp. 1-8.
• Özbakır, Meftune, Meltem Nutanış Velioğlu, (2010), Pazarlamaya Sürdürülebilirlik Çerçevesinden Bakış ve Bir Örnek Olay Analizi, Tüketici ve Tüketim Araştırmaları Dergisi, 2(2), 71-98.
• Prendergast, Gerard, Shuk Wai Ng, Lee Lee Leung, (2001), Consumer perceptions of shopping bags, Marketing Intelligence & Planning, 19(7), 475-482.
• Sharp, Anne, Stine Høj, Meagan Wheeler, (2010), Proscription and its impact on anti-consumption behaviour and attitudes: the case of plastic bags, Journal of Consumer Behavior, 9: 470–484.
• Sung, Y., and Choi, S. M. (2010). “I won’t leave you although you disappoint me”: The interplay between satisfaction, investment, and alternatives in determining consumer- brand relationship commitment. Psychology and Marketing, 27(11), 1050–1073.
• Yıldız-Geyhan, Eren, Gülşah Yılan-Çiftçi, Gökçen Alev Altun-Çiftçioğlu, Mehmet Arif Neşet Kadırgan, (2016), Environmental analysis of different packaging waste collection systems for Istanbul – Turkey case study, Resources, Conservation and Recycling, 107, 27-37.