YEŞİL ÜRÜNLERDE ALGILANAN TÜKETİM DEĞERLERİNİN TÜKETİCİ SEÇİM DAVRANIŞINA ETKİSİ

Öz

Bu çalışmada sürdürülebilir tüketim adına tüketicilerin hangi değer algılarının yeşil ürünleri tercih etmelerine sebep olduğu araştırılmıştır. Bir ürün satın alırken tüketicilerin algıladıkları tüketim değerleriyle seçim davranışlarını analiz etmek ve tüketici davranışlarını anlamak, sürdürülebilir tüketime yönelik davranışları değiştirmek için oldukça önemlidir. Bu bağlamda tüketim değerleri teorisinden yararlanılmıştır. Tüketim değerleri teorisi, tüketicilerin belirli bir ürünü neden satın aldıklarını veya neden bir ürünü yada markayı  diğerine tercih ettiklerini açıklayan tüketim değerlerine odaklanmaktadır. Teori, çok çeşitli ürünleri kapsayacak şekilde uygulanabilir. İnternet üzerinden 402 kişi ile yapılan araştırma sonucunda, tüketiciler tarafından algılanan tüketim değerlerinin (fonksiyonel değer, duygusal değer, koşullu değer, epistemik değer, sosyal değer) tüketicilerin yeşil ürünleri seçmeleri üzerine etkileri olduğu ortaya konmuştur.

 

Anahtar Kelimeler

• Tüketici seçim davranışı,fonksiyonel değer,epistemik değer,sosyal değer,, duygusal değer,koşullu değer

THE EFFECT OF PERCEVIED CONSUMPTION VALUES IN GREEN PRODUCTS ON CONSUMER CHOICE BEHAVIOR

Öz

In this study, it has been investigated which value perceptions of consumers cause green products to be preferred for sustainable consumption. When purchasing a product, it is important to analyze the consumer's perceived consumption values ​​and their choice behavior and to understand consumer behavior to change the behavior towards sustainable consumption. Consumption values ​​theory focuses on consumption values ​​that explain why consumers buy one particular product or why they choose one product or brand over another. The theory can be applied to a wide range of products.. According to the results of 402 online surveys, consumers' perceived consumption values (functional value, emotional value, conditional value, epistemic value, social value) have been shown to have an impact on the selection of green products.

 

Anahtar Kelimeler

• Consumer choice behavior,Functional value,epistemic value,social value,emotional value,conditional value

Kaynakça

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