Genç Tüketicilerin Yeni Ekolojik Paradigma Skorları ile Lojistik Hizmet Kalitesinde Ödün Verme İstekleri Arasındaki İlişki

Öz

Özellikle gençler arasında artan ekolojik farkındalık, işletmelerin lojistik kalitesini tüketici beklentileriyle uyumlu hale getirmelerini gerektirmektedir. Bu çalışma, genç tüketicilerin ekolojik sürdürülebilirlik adına lojistik hizmet kalitesinin belirli bileşenlerinde (örneğin hız, ambalajlama vb.) ne tür ödünler vermeye hazır olduklarını incelemektedir. Çalışma, İzmir'deki üniversite öğrencilerinden toplanan anketler yoluyla, genç tüketicilerin Yeni Ekolojik Paradigma (NEP) skorlarının, çevrim içi alışveriş lojistiği bağlamındaki kararlarını nasıl etkilediğini ortaya koymayı amaçlamaktadır. Sonuçlar, NEP skorları yüksek genç tüketicilerin, sürdürülebilirlik uğruna teslimat hızı ve marka tercihleri konusunda ödün vermeye istekli olmakla birlikte, maliyet ve kolaylık konusunda görece daha az istekli olduklarını göstermektedir.

Anahtar Kelimeler

• Yeni Ekolojik Paradigma (YEP)
• Ekolojik Farkındalık
• Lojistik Hizmet Kalitesi
• Sürdürülebilir Tüketici Davranışı
• Çevrimiçi Alışveriş

The Relationship Between Young Consumers' New Ecological Paradigm Scores and Their Willingness to Compromise on Logistics Service Quality

Öz

Increasing ecological awareness, particularly among young people, requires businesses to align their logistics quality with consumer expectations. The present study aims to examine what kind of compromises young consumers are willing to make in certain components of logistics service quality (e.g., speed, packaging, etc.) for the sake of ecological sustainability. This study uses survey data collected from university students in Izmir, aiming to reveal how New Ecological Paradigm (NEP) scores of young consumers influence their decisions in the context of online shopping logistics. The results indicate that young consumers with high NEP scores are willing to compromise on delivery speed and brand preferences in favor of sustainability, but are relatively less willing to compromise on cost and convenience.

Anahtar Kelimeler

• New Ecological Paradigm (NEP)
• Ecological Awareness
• Logistics Service Quality
• Sustainable Consumer Behavior
• Online Shopping

Kaynakça

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