Etik Tüketicinin Kozmetik Ürünü Satın Alma Kararı: PROMETHEE Tekniği İle Bir Uygulama

Year 2017, Volume: 3 Issue: 4, 233 - 259, 31.12.2017

Bilge Meydan

Abstract

Küresel piyasada ürün alternatiflerinin artması tüketicinin bu alternatiflerden birini seçmesi karmaşık ve zor bir hal almıştır. Bu süreçte bilinçlenen tüketici, satın alma kararında daha seçici davranmaya başlamıştır. Öncelikle kullanımı sırasında ve sonrasında kendi sağlığına zarar verecek ürünlerden kaçınan tüketiciler, daha sonra üretimi sırasında çevreye ve diğer canlıların sağlığına zarar veren ürünleri tercih etmemeye başlamıştır. Ekolojik dengeyi bozan, hayvanlara zarar veren, üretimde çalışan işçilerin haklarını hiçe sayan, insan sağlığına zararlı içerik barındıran ürünlerin kullanmayı reddeden sosyal sorumluluk bilinci ile hareket eden tüketiciler literatürde etik tüketici olarak tanımlanmaktadır. Bu çalışmada etik tüketimin boyutları ortaya çıkarılmış, etik tüketiciyi ele alan çalışmalara yer verilmiştir. Çok Kriterli Karar Verme Yöntemleri’nden biri olan PROMETHEE Tekniği ile kozmetik sektörünün önde gelen kozmetik markalarının cilt bakım ürünleri, etik tüketicinin önem verdiği kriterler esas alınarak sıralanmıştır.

Keywords

Etik Tüketim, Sosyal Sorumlu Tüketim, PROMETHEE Yöntemi

Buying Decision of Ethical Consumer’s: Application with PROMETHEE Method

Abstract

As a result of the increase of product alternatives in the global market, it has become complicated and difficult for the consumer to choose one of these alternatives. In this process, the conscious consumer has begun to be more selective in the purchase decision. First, consumers who avoid products that damage their health during and after use; then they began not to favor products that harm the environment and the health of other living beings during production. Consumers who act with social responsibility consciousness that refuse to use products that harm human health and harmful to ecological balance, harm animals, refuse the rights of workers working in production, are defined as ethical consumers in the literature. In this study, the dimensions of ethical consumption are revealed, and ethical consumers are studied. It is aimed to help ethical consumer, leading cosmetics brands are ranked on the basis of the criteria that are important for the ethical consumer of skin care products with PROMETHEE Technique, one of the Multi Criteria Decision Making Methods 

Keywords

Ethical Consumerism, Socially Responsible Consumerism, PROMETHEE Method

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