Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi

Sıla Avgan; Reyhane Arslan Yıldız

doi:10.38057/bifd.1668559

TR EN

Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi

Öz

Kozmetik sektörünün gösterdiği büyüme eğilimi tüketici tercihlerinin kuşak bazında incelenmesini önemli hale getirmektedir. Bu çalışmanın amacı Türkiye’de Z kuşağının kozmetik markası tercihlerinde etkili faktörlerin cinsiyet ve eğitim durumuna göre farklılık gösterip göstermediğini tespit etmektir. Türkiye’de yaşayan ve Z kuşağında yer alan 387 katılımcı bu araştırmanın örneklemini oluşturmaktadır. Araştırma verileri 2 Mart 2024- 2 Nisan 2024 tarihleri arasında 18-27 yaş aralığında bulunan Z kuşağı bireylerden çevrimiçi anketlerle toplanmıştır. Analizlerde betimleyici istatistiklerden, ki-kare ve etki büyüklüğü (Cramer’s V) testlerinden faydalanılmıştır. Analiz sonucunda, kozmetik markası tercihini belirlemede en önemli unsurun ürün kalitesi olduğu, ünlülerin rol aldığı reklamların ise en az öneme sahip olduğu tespit edilmiştir. Z kuşağının ürünlerin içeriğine önem verdiği, çevreyi ve hayvan refahını önemsediği ise bir diğer bulgudur. Yapılan ki-kare testi sonucunda, katılımcıların kanserojen içerik barındırmama, organik içerik, çevre dostu olma, üretiminde hayvan deneyleri kullanılmamış olması, ürün menşei, promosyon, indirim ve hediyeli ürünlerle ilişkin ifadelere verdikleri yanıtlar cinsiyete göre farklılık göstermektedir. Markaların çevre dostu olması, üretimde hayvan deneyleri kullanılmamış olması ve ürün menşeine yönelik ifadelere verilen yanıtlar ise hem cinsiyete hem eğitim durumuna göre farklılık göstermektedir.

Anahtar Kelimeler

Tüketici Davranışı, Marka Tercihi, Z Kuşağı, Cinsiyet Farklılığı, Eğitim Farklılığı

An Analysis of Generation Z Consumers’ Cosmetic Brand Preferences

Öz

The growth trend of the cosmetics industry highlights the importance of examining consumer preferences on a generational basis. This study aims to determine key factors influencing the cosmetic brand preferences of Generation Z in Türkiye and whether these factors differ by gender and education level. The study sample consists of 387 Generation Z participants from Türkiye. The data were collected from individuals over the age of 18 between March 2 2024, and April 2 2024, by an online survey method. Descriptive statistics, chi-square, and Cramer’s V tests were used to analyze the data. As a result, it was found that the most important factor in cosmetic brand preference is product quality, while celebrity endorsements have the least importance. Another significant finding is that Generation Z consumers give importance to the ingredients, are sensitive to the environment, and care about the value of animal welfare. As a result of the chi-square test, the responses about carcinogenic content, organic content, being environmentally friendly, animal testing, product origin, promotion, discounts, and gifts differ by gender. The responses about being environmentally friendly, animal testing, and product origin differ by gender. They also vary depending on the level of education.

Anahtar Kelimeler

Consumer Behaviour, Brand Preference, Generation Z, Gender Difference, Education Difference

Destekleyen Kurum

Bu araştırma herhangi bir kurum tarafından fon desteği almamıştır.

Etik Beyan

Bu çalışma için Bursa Uludağ Üniversitesi, Bilimsel Araştırma ve Yayın Etiği Kurulu'ndan 23/02/2024 tarih ve 2024-02/17 sayılı kararı ile etik kurul onayı alınmıştır.

Kaynakça

Abrudan, M., & Tatu, S. (2019). Corporate social responsibility in the romanian cosmetic industry. Studia Universitatis Babes-Bolyai, Ephemerides, 64(2), 5-37.
Agrawal, D. K. (2022). Determining behavioural differences of Y and Z generational cohorts in online shopping. International Journal of Retail & Distribution Management, 50(7), 880-895.
Agrawal, D. K. (2023). COVID-19-induced shopping behavioural shifts justifying pandemic as ‘defining moment’for generation Z. International Journal of Retail & Distribution Management, 51(5), 611-628.
Ali, A. (2022). Does influencer eWOM marketing impact purchase intention within the beauty industry? [Yayımlanmamış Doktora Tezi]. Dublin, National College of Ireland.
Alkhayyal, B., Labib, W., Alsulaiman, T., & Abdelhadi, A. (2019). Analyzing sustainability awareness among higher education faculty members: A case study in Saudi Arabia. Sustainability, 11(23), 1-13.
Altunışık, R. (2008). Anketlerde veri kalitesinin iyileştirilmesi için öntest pilot test yöntemleri. Pazarlama ve Pazarlama Araştırmaları Dergisi, 1(2), 1-17.
Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2015). Sosyal bilimlerde araştırma yöntemleri: SPSS uygulamalı. Sakarya yayıncılık.
Altuntuğ, N. (2012). Kuşaktan kuşağa tüketim olgusu ve geleceğin tüketici profili. Organizasyon ve Yönetim Bilimleri Dergisi, 4(1), 203-212.
Aşık, N. A. (2019). X ve Z kuşağı tüketicilerin yiyecek tercihlerini etkileyen faktörler (Factors affecting food preferences of X and Z generation consumers). Journal of Tourism & Gastronomy Studies, 7(4), 2599-2611.
Aştunışık, R., Özdemir, S., Torlak, Ö. (2014). Pazarlama ilkeleri ve yönetimi (1.bs.). İstanbul: Beta yayıncılık.

Ateşgöz, K., & Ulukan, C. (2023). Attitudes of Y and Z generations towards online shopping. Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 24(1), 20-49.
Aycil, S., & Saçan, Z. (2021). PTT AVM üzerinden alışveriş yapan Y ve Z kuşağı müşterilerinin dijital medya pazarlaması üzerine düşünceleri ve online karar verme tarzlarına etkisi. The Journal of Academic Social Science, (103), 220-229.
Babu, R. (2020). A Study on women consumers’ attitudes towards green marketing. Journal of International Women's Studies, 21(5), 46-53.
Bakshi, S. (2012). Impact of gender on consumer purchase behaviour. Journal of Research in Commerce and Management, 1(9), 1-8.
Barska, A., Wojciechowska-Solis, J., Wyrwa, J., & Jędrzejczak-Gas, J. (2023). Practical implications of the millennial generation’s consumer behaviour in the food market. International Journal of Environmental Research and Public Health, 20(3), 2341.
Baş. T. (2013). Anket (7. bs.). Ankara: Seçkin Yayıncılık.
Bautista, N. I., Palmiano, J. S., Reyes, A. R., San Juan, Y. M. L., & Etrata Jr, A. (2023). Beauty goes green: effects of eco-label and price sensitivity on filipino gen x and z’s sustainable purchasing behaviour. East Asian Journal of Multidisciplinary Research, 2(5),2041-2052.
Beyaz, R. (2020). Z kuşağı tüketicilerin kişilik özellikleri ve bilinçli tüketim eğilimleri arasındaki ilişkinin incelenmesi. Gençlik Araştırmaları Dergisi, 8(22), 51-75.
Bhutto, M. Y., Khan, M. A., Sun, C., Hashim, S., & Khan, H. T. (2023). Factors affecting repurchase intention of organic food among generation Z (Evidence from developing economy). Plos One, 18(3), 1-14.
Bilgilier, H. A. S. (2019). Y kuşağının internetten alışverişe yönelik tutumları: Nicel bir araştırma. Erciyes İletişim Dergisi, 6(1), 487-512.
Blomenberg, A. (2019). Purchasing products to make a difference: a study of corporate social responsibililty, gender, and cosmetic purchasing behavior [Yayımlanmamış Yüksek Lisans Tezi]. University of Nebraska-Lincoln.
Bonifacio, R. A., Baui, A. F., Uy, M. Y. T., Bandojo, A. J., & Etrata, A. (2024). Generation z’s purchasing intention of cruelty-free cosmetic products: the moderating role of environmental and animal welfare concerns. International Business Education Journal, 17(1), 118-132.
Castillo, R. A., Jaramillo, C. Z., & Sy, L. (2022). The effectiveness of social media influencers in the cosmetic and skincare industry to the purchase intention of the generation Z filipinos. Journal of Business and Management Studies, 4(2), 180-191.
Chaney, D., Touzani, M., & Ben Slimane, K. (2017). Marketing to the (new) generations: summary and perspectives. Journal of Strategic Marketing, 25(3), 179-189.
Chin, T. K., & Harizan, S. H. M. (2017). Factors influencing consumers’ purchase intention of cosmetic products in Malaysia. International Journal of Business and Innovation, 3(1), 1-15.
Dabija, D. C., & Lung, L. (2019). Millennials versus Gen Z: Online shopping behaviour in an emerging market. In Applied Ethics for Entrepreneurial Success: Recommendations for the Developing World: 2018 Griffiths School of Management Annual Conference (GSMAC) on Business, Entrepreneurship and Ethics, 9 (pp. 1-18). Springer InternationalPublishing.
Daneshvary, R., & Schwer, R. K. (2000). The association endorsement and consumers’ intention to purchase. Journal of Consumer Marketing, 17(3), 203-213.
Darley, W. K., & Smith, R. E. (1995). Gender differences in information processing strategies: An empirical test of the selectivity model in advertising response. Journal of Advertising, 24(1), 41-56.
Davutoğlu, N., Arslan, Ö., & Muğaloğlu, T. (2021). Y kuşağı perspektifinden pazarlama 4.0 yönetimi. Akademik Sosyal Araştırmalar Dergisi, 9(118).
Demirtas, B. (2018). Assessment of the impacts of the consumers’ awareness of organic food on consumption behavior. Food Science and Technology, 39, 881-888.
Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations: Some evidence from Greece. Management Research News, 29(12), 782-800.
Djafarova, E., & Foots, S. (2022). Exploring ethical consumption of generation Z: Theory of planned behaviour. Young Consumers, 23(3), 413-431.
Dogra, K. (2019). The impact of influencer marketing on brand loyalty towards luxury cosmetics brands: Comparison of Generation Z and Millennial. Modul University.
Dölekoğlu, C. Ö., & Çelik, O. (2018). Y kuşağı tüketicilerin gıda satın alma davranışı. Kahramanmaraş Sütçü İmam Üniversitesi Tarım ve Doğa Dergisi, 21, 55-66.
Dychtwald, K., & Gable, G. (1990). Portrait of a changing consumer. Business Horizons, 33(1), 62-74.
Erdogan, M., Akbunar, S., Asik, U. O., Kaplan, H., & Kayir, C. G. (2012). The effects of demographic variables on students' responsible environmental behaviors. Procedia-Social and Behavioral Sciences, 46, 3244-3248.
Fitriani, D. R., & Johan, I. R. (2023). The effect of financial literacy and e-wom towards purchasing decision cosmetic product across two generation. Journal of Child, Family, and Consumer Studies, 2(3), 246-256.
Friscilla, S. D., & Yap, N.(2023). Celebrity endorsers and purchase decisions for generation Z: Brand image of loreal products. Jurnal Ekonomi Manajemen, 8(1), 131-142.
Gauns, K. K., Pillai, S. K. B., Kamat, K., Chen, R. F., & Chang, L. C. (2018). Impact of celebrity endorsement on consumer buying behaviour in the state of Goa. IIM Kozhikode Society & Management Review, 7(1), 45-58.
Gegez, A. E. (2017). Pazarlama araştırmaları. İstanbul: Beta Basım Yayım Dağıtım AŞ.
Goldring, D., & Azab, C. (2021). New rules of social media shopping: Personality differences of US Gen Z versus Gen X market mavens. Journal of Consumer Behaviour, 20(4), 884-897.
Grappe, C. G., Lombart, C., Louis, D., & Durif, F. (2021). Not tested on animals: How consumers react to cruelty-free cosmetics proposed by manufacturers and retailers?. International Journal of Retail & Distribution Management, 49(11), 1532-1553.
Gümüş, N. (2019). Z kuşağı tüketicilerin hedonik tüketim davranışlarının hedonik tüketim bağlamında incelenmesi. Business & Management Studies: An International Journal, 7(5), 381-396.
Gürbüz, A., & Doğan, M. (2013). Tüketicilerin markaya duyduğu güven ve marka bağlılığı ilişkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 9(19), 239-258.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.
Hasan, G., & Hasvia, T. G. (2023). The influence of beauty vloggers on gen Z consumers' purchase intentions towards local brand cosmetics mediated by brand image. International Journal of Economics Development Research (IJEDR), 4(2), 1326-1344.
Hasan, R. A. (2018). Consumerism in cosmetics industry: the case study of corporate social responsibility practices of the body shop in Pakistan. PEOPLE: International Journal of Social Sciences, 3(3), 1203-1219.
Hidayat, A. I. (2024). The future of employment: How Generation Z is reshaping entrepreneurship through education?. Edu Spectrum: Journal of Multidimensional Education, 1(1), 28-37.
In, F. C., & Ahmad, A. Z. (2018, September). The effect of demographic factors on consumer intention to purchase green personal care products [Konferans sunumu]. In Proceeding of INSIGHT 2018 1st International Conference on Religion, Social Sciences and Technological Education, 25-26.
İnce, M., & Bozyiğit, S. (2018). Tüketicilerin instagram reklamlarina karşı tutumlarinin satin alma davranişlari üzerindeki etkisi: Y ve Z kuşaği üzerine bir araştirma. Beykoz Akademi Dergisi, 6(2), 39-56.
İslamoğlu, A. H., & Altunışık, R. (2009). Satış ve Satış Yönetimi. Adapazarı: Sakarya Yayıncılık.
İslamoğlu, A. H., & Altunuışık, R. (2013). Tüketici Davranışları. İstanbul: Beta Yayıncılık.
Jasmine, V. M., & George, J. (2024). Cosmetic curation: Examining the role of influencer marketing in shaping consumer perception. Indian Journal of Natural Sciences, 15(83), 71453-71458.
Javed, A., & Hasnu, S. A. F. (2013). Impact of country-of-origin on product purchase decision. Journal of Marketing and Consumer Research, 1(1), 31-51.
Jen-Hung, H., & Yi-Chun, Y. (2010). Gender differences in adolescents’ online shopping motivations. African Journal of Business Management, 4(6), 849-857.
Karanfiloğlu, M., Sağlam, M., & Topsumer, F. (2022). Advertisement perception and generations: Comparison between x, y, and z generations. İletişim Kuram ve Araştırma Dergisi, 2022(58), 38-56.
Kayapınar, P., Y., P., Kayapınar, Ö., & Ergan, S. (2019). Tüketicilerin yeşil ürün satın alma davranışlarının kuşaklar bakımından incelenmesi. OPUS International Journal of Society Researches, 11(18), 2055-2070.
Kitjaroenchai, M., & Chaipoopiratana, S. (2022). Mixed method: Antecedents of online repurchase intention of Generation Y towards apparel products on e-commerce in Thailand. ABAC Journal, 42(1), 73-95.
Klaus, N., & Bailey, A. A. (2008). Celebrity endorsements: an examination of gender and consumers’ attitudes. American Journal of Business, 23(2), 53-62.
Koksal, M. H. (2019). Differences among baby boomers, Generation X, millennials, and Generation Z wine consumers in Lebanon: Some perspectives. International Journal of Wine Business Research, 31(3), 456-472.
Kurmangali, Z. (2019). Literature Review: The country of origin image affecting consumers’ purchase decision. International Journal of Engineering and Management Research, 9(2), 128-133.
Laroche, M., Bergeron, J., & Barbaro‐Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503-520.
Le Tan, T., Tung, T. M., Van, T. T. H., Giang, M. T. M., & Quyen, N. L. T. (2023). Environmental consciousness and Gen Z consumer behaviour towards ecological cosmetics. Migration Letters, 20(S1), 1-13.
Lee, K. (2009). Gender differences in Hong Kong adolescent consumers' green purchasing behavior. Journal of Consumer Marketing, 26(2), 87-96.
Lin, D. (2003). Gender difference in purchasing decision making process: College students' purchasing behaviour of mobile phones [Yayımlanmamış Doktora Tezi]. University of Surrey, United Kingdom.
Lissitsa, S., & Kol, O. (2021). Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention. Electronic Commerce Research, 21, 545-570.
Liu, J. (2020). The Effectiveness of Influencer Marketing on Social Media: Facial Cosmetics Targeting Generation Y and Generation Z in Bangkok [Yayımlanmamış Yüksek Lisans Tezi]. Bangkok University.
Lounporn, E. (2021). Segmentation of Thai generation z on value, attitude, brand loyalty, and purchase intention towards cruelty-free products [Yayımlanmamış Doktora Tezi]. Chulalongkorn University Theses and Dissertations.
Ma, Y., & Kwon, K. H. (2021). Changes in purchasing patterns in the beauty market due to Post–COVID‐19: Literature review. Journal of Cosmetic Dermatology, 20(10), 3074-3079.
Magano, J., Au-Yong-Oliveira, M., Ferreira, B., & Leite, Â. (2022). A cross-sectional study on ethical buyer behavior towards cruelty-free cosmetics: What consequences for female leadership practices?. Sustainability, 14(13), 7786.
Mansor, N., Ali, D. E. B. M., & Yaacob, M. R. (2010). Cosmetic usage in Malaysia: Understanding of the major determinants affecting the users. International Journal of Business and Social Science, 1(3), 273-281.
Matić, M., & Puh, B. (2016). Consumers’ purchase intentions towards natural cosmetics. Ekonomskivjesnik/Econviews-Review of Contemporary Business, Entrepreneurship and Economic Issues, 29(1), 53-64.
McKinsey and Company (2020). Perspectives on Retail and Consumer Goods. August 6, 2020. https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/perspectives%20on%20retail%20and%20consumer%20goods%20number%208/perspectives-on-retail-and-consumer-goods_issue-8.pdf, Erişim tarih: 11.12.2023.
Mehraj, D., Qureshi, I. H., Singh, G., Nazir, N. A., Basheer, S., & Nissa, V. U. (2023). Green marketing practices and green consumer behavior: Demographic differences among young consumers. Business Strategy & Development, 6(4), 571-585.
Mmari, W. E., & Kazungu, I. (2019). Does value perception impinge consumer purchase decision the perspective of gender differences in shopping malls. Journal of Co-operative and Business Studies (JCBS),4(2), 32-38.
Monoarfa, H., Rosida, R., & Nugraha, D. H. (2023, June). The Influence of Brand Image, Religiosity and Online Consumer Review on Intention to Purchase Halal Cosmetics (Study on Generations Z and Y in West Java). In 4th International Conference on Islamic Economics, Business, Philanthropy, and PhD Colloqium (ICIEBP 2022) (pp. 87-101). Atlantis Press.
Mordor Intelligence. (2023). Personel Care Industry Size & Share Analysis – Growth Trends & Forecasts, https://www.mordorintelligence.com/industry-reports/global-beauty-and-personal-care-products-market-industry, (1.12.2023).
Mucuk, İ. (2014). Pazarlama İlkeleri. İstanbul: Türkmen Kitabevi.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10-29.
Nadanyiova, M., Gajanova, L., & Majerova, J. (2020). Green marketing as a part of the socially responsible brand’s communication from the aspect of generational stratification. Sustainability, 12(17), 1-18.
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009-1030.
Ndubisi, N. O. (2005). Gender differences in customer behavioural responses to sales promotion. Asia Pacific Management Review, 10(3), 175-185.
Nguyen Thi, B., Tran, T. L. A., Tran, T. T. H., Le, T. T., Tran, P. N. H., & Nguyen, M. H. (2022). Factors influencing continuance intention of online shopping of generation Y and Z during the new normal in Vietnam. Cogent Business & Management, 9(1), 2143016.
Nguyen, H. L., & Duong, Q. N. (2024). Analyzing the influencers affecting gen Z customer'purchasing behaviour on e-commerce and cosmetics in Vietnam. Journal of Advanced Research in Business and Management Studies, 35(1), 26-43.
Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation: Study on consumers of Korea cosmetic product. International Journal of Research in Business and Social Science, 11(5), 18-32.
Nurcahyono, N. (2023). Determinant of intention to purchase halal cosmetics: A millennial and Z generation perspective. IJIBE International Journal of Islamic Business Ethics, 8(1), 12-25.
Nurniati, N., Savitri, C., & Faddila, S. P. (2023). Electronic word of mouth (e-wom) and influencer marketing strategy on purchase decision of skincare products in marketplace. International Journal of Economics Development Research (IJEDR), 4(2), 290-304.
Nwoko, C., & Yazdani, K. (2023). Self-determination theory: The mediating role of generational differences in employee engagement. Journal of Business and Management Studies, 5(4), 130-142.
Odabaşı, Y., & Barış, G. (2016). Tüketici Davranışı (16. bs.). İstanbul: Mediacat Akademi.
Özbay, Ö. (2008). Çapraz tablo analizi nasıl yapılır?: Pratik bir açıklama. Hacettepe Üniversitesi Türkiyat Araştırmaları (HÜTAD), (9), 459-470.
Özmen, A., & Kocakuş, Z. G. (2020). Kuşaklar bağlamında marka aşkının marka sadakatine etkisi: Afyonkarahisar’da bir araştırma. İşletme Araştırmaları Dergisi, 12(4), 4323-4339.
Öztürk, D., & Onurlubaş, E. (2019, Aralık). Yeni Ürün Geliştirme Sürecinde XYZ Kuşaklarının Satın Alma Davranışları Üzerine Bir Araştırma. In SETSCI-Conference Proceedings (Vol. 11, pp. 159-166). SETSCI-Conference Proceedings.
Parment, A. (2013). Generation Y vs. baby boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of retailing and consumer services, 20(2), 189-199.
Paterlini, M. A., Giraldi, J. D. M. E., & Amui, L. B. L. (2012). The use of the country of origin information in communication strategies used by Brazilian cosmetics-exporting enterprises in external markets. Journal of Management Research, 4(4), 310-333.
Pattuglia, S., & Amoroso, S. (2023). Generational cohorts' reactions: Analyzing the impact of brand authenticity on consumer behaviour. International Journal of Business Analytics (IJBAN), 10(1), 1-15.
Pauliene, R., & Sedneva, K. (2019). The influence of recommendations in social media on purchase intentions of generations Y and Z. Organizations and Markets in Emerging Economies, 10(2), 227-256.
Qazzafi, S. (2020). Factor affecting consumer buying behavior: A conceptual study. International Journal for Scientific Research & Development, 8(2), 1205-1208.
Rajasa, E. Z., Manap, A., Ardana, P. D. H., Yusuf, M., & Harizahayu, H. (2023). Literature review: Analysis of factors influencing purchasing decisions, product quality and competitive pricing. Jurnal Ekonomi, 12(01), 451-455.
Rajput, N., Kesharwani, S., & Khanna, A. (2012). Dynamics of female buying behaviour: A study of branded apparels in India. International Journal of Marketing Studies, 4(4), 121.
Ramadhani, A., Fauzi, A., & Absah, Y. (2021). The influence of brand awareness, the knowledge and halal label on purchase decisions of cosmetics emina through to reference group as a moderating variable on the generation y and generation z in the City of Medan. International Journal of Research and Review, 8(1), 323-335.
Salo, E. (2014). Consumer behavior towards green skin care cosmetic products in Finland [Yayımlanmamış Lisans Tezi]. SEINÄJOKI University.
Sathish, M., Menon, M., & Mahendran, M. (2015). Gender differences in buying behavior and brand preferences towards backpack. Journal of Business and Management, 4(4), 12-27.
Sekaran, U. (2003). Research methods for business: A skill building approach (4th. Ed.). New York: John Wiley & Sons, Inc.
Shams, G., Rehman, M. A., Samad, S., & Oikarinen, E. L. (2020). Exploring customer’s mobile banking experiences and expectations among generations X, Y and Z. Journal of Financial Services Marketing, 25, 1-13.
Sim, S. L., & Jaimon, A. B. (2022). Factors influencing consumer behavior of generations y and z in purchasing local cosmetic products. South East Asia Journal of Contemporary Business, Economics and Law, 26(2), 1-8.
Song, Y., Qin, Z., & Qin, Z. (2020). Green marketing to gen Z consumers in China: Examining the mediating factors of an eco-label–informed purchase. Sage Open, 10(4), 1-15.
Sudirjo, F., Lotte, L. N. A., Sutaguna, I. N. T., Risdwiyanto, A., & Yusuf, M. (2023). The influence of generation z consumer behavior on purchase motivation in e-commerce shoppe. Profit: Jurnal Manajemen, Bisnis dan Akuntansi, 2(2), 110-126.
Suman, S. K., Srivastava, P., & Vadera, S. (2019). Age and gender influences on consumer behavior towards online discounts. International Journal of Recent Technology and Engineering, 8(2), 5202-5211.
Susilawati, C., Sari, R. H., & Sonjaya, A. (2022). The purchase decision of the muslimah generation y and z to halal cosmetic product: analysis of dsn-muı fatwa number 26 of 2013. International Journal of Islamic Business and Economics (IJIBEC), 6(2), 148-162.
Szczepanek, A. (2022). Different Generations in the Workplace. https://www.livecareer.com/resources/careers/planning/generation-diversity-in-the-workplace. (3.12.2023).
Şahin, A., & Şen, S. (2017). Hizmet kalitesinin müşteri memnuniyeti üzerine etkisi. Journal of International Social Research, 10(52).
T.C. Ticaret Bakanlığı. (2023). Kozmetik Sektörü Raporu. https://ticaret.gov.tr/data/5b87000813b8761450e18d7b/Kozmetik%202023.pdf, (1.12.2023).
Tekin, V. N. (2014). Tüketici davranışları. Ankara: Seçkin Yayıncılık.
Tian, H., Siddik, A. B., & Masukujjaman, M. (2022). Factors affecting the repurchase intention of organic tea among millennial consumers: An empirical study. Behavioral Sciences, 12(2), 50.
Tran, H. T. B., Nguyen, P. N. D., Vo, T. Q., Nguyen, V. N., Nguyen, T. H. D., Kristina, S. A., & Endarti, D. (2023). A study of consumer behavior and willingness to pay towards cosmetic products of generation Z in Hochiminh city. In BIO Web of Conferences (Vol. 75, p. 05001). EDP Sciences. https://doi.org/10.1051/bioconf/20237505001
Trivedi, S. K., & Yadav, M. (2020). Repurchase intentions in Y generation: mediation of trust and e-satisfaction. Marketing Intelligence & Planning, 38(4), 401-415.
Tunsakul, K. (2020). Gen Z consumers’ online shopping motives, attitude, and shopping intention. Hum. Behav. Dev. Soc, 21, 7-16.
TÜİK. (2023). Yaş grubuna göre nüfus ve toplam nüfus içindeki oran. https://data.tuik.gov.tr/Bulten/Index?p=Adrese-Dayali-Nufus-Kayit-Sistemi-Sonuclari-2023-49684&dil=1, Erişim tarihi: 14.02.2024.
Unusan, N. (2007). Consumer food safety knowledge and practices in the home in Turkey. Food Control, 18(1), 45-51.
Williams, K. C., & Page, R. A. (2011). Marketing to the generations. Journal of Behavioral Studies in Business, 3(1), 37-53.
Yasri, Y., Susanto, P., Hoque, M. E., & Gusti, M. A. (2020). Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate?. Heliyon, 6(11).
Yeon Kim, H., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40-47.
Zhu, B., Kowatthanakul, S., & Satanasavapak, P. (2020). Generation Y consumer online repurchase intention in Bangkok: Based on Stimulus-Organism-Response (SOR) model. International Journal of Retail & Distribution Management, 48(1), 53-69.

Ayrıntılar

Birincil Dil

Türkçe

Konular

Tüketici Davranışı

Bölüm

Araştırma Makalesi

Yazarlar

Sıla Avgan ^*
0000-0003-2093-8074
Türkiye

Reyhane Arslan Yıldız
0000-0002-0331-1045
Türkiye

Erken Görünüm Tarihi

29 Nisan 2025

Yayımlanma Tarihi

29 Nisan 2025

Gönderilme Tarihi

31 Mart 2025

Kabul Tarihi

28 Nisan 2025

Yayımlandığı Sayı

Yıl 2025 Cilt: 8 Sayı: 1

DOI

https://doi.org/10.38057/bifd.1668559

IZ

https://izlik.org/JA57LG88DC

APA

Avgan, S., & Arslan Yıldız, R. (2025). Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi. Bucak İşletme Fakültesi Dergisi, 8(1), 40-56. https://doi.org/10.38057/bifd.1668559

AMA

1.Avgan S, Arslan Yıldız R. Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi. BİFD. 2025;8(1):40-56. doi:10.38057/bifd.1668559

Chicago

Avgan, Sıla, ve Reyhane Arslan Yıldız. 2025. “Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi”. Bucak İşletme Fakültesi Dergisi 8 (1): 40-56. https://doi.org/10.38057/bifd.1668559.

EndNote

Avgan S, Arslan Yıldız R (01 Nisan 2025) Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi. Bucak İşletme Fakültesi Dergisi 8 1 40–56.

IEEE

[1]S. Avgan ve R. Arslan Yıldız, “Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi”, BİFD, c. 8, sy 1, ss. 40–56, Nis. 2025, doi: 10.38057/bifd.1668559.

ISNAD

Avgan, Sıla - Arslan Yıldız, Reyhane. “Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi”. Bucak İşletme Fakültesi Dergisi 8/1 (01 Nisan 2025): 40-56. https://doi.org/10.38057/bifd.1668559.

JAMA

1.Avgan S, Arslan Yıldız R. Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi. BİFD. 2025;8:40–56.

MLA

Avgan, Sıla, ve Reyhane Arslan Yıldız. “Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi”. Bucak İşletme Fakültesi Dergisi, c. 8, sy 1, Nisan 2025, ss. 40-56, doi:10.38057/bifd.1668559.

Vancouver

1.Sıla Avgan, Reyhane Arslan Yıldız. Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi. BİFD. 01 Nisan 2025;8(1):40-56. doi:10.38057/bifd.1668559

Bu eser Creative Commons Atıf 4.0 Uluslararası Lisansı ile lisanslanmıştır.

Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi

Öz

Anahtar Kelimeler

An Analysis of Generation Z Consumers’ Cosmetic Brand Preferences

Öz

Anahtar Kelimeler

Destekleyen Kurum

Etik Beyan

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Erken Görünüm Tarihi

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster