Tüketimin Çevreci Boyutu: Çevreci Tutum Ve Davranışlara Göre Pazar Bölümlemesi

Yıl 2007, Cilt: 16 Sayı: 2, 423 - 438, 01.09.2007

Arş.gör. Burak Nakıboğlu

Öz

Increasing environmental concern in recent years effected individuals to choose to live more environmentally conscious Governments and legislators on the other hand focus on regulations that will limit the environmentally harmful activities of companies and municipalities In such an environment companies try to compete by both trying to comply with legal regulations and by trying to meet the environmentalist expectations of consumers Among marketing activities market segmentation is an important decision in determining the target market Companies’s market segmentation objectives and their tendencies towards displaying behaviors that fit with consumers’ environmentalist attitudes require them determine target markets based on the environmentalist attitudes and behaviors of consumers In this study consistent with this goal first environmentalist attitudes of consumers were revealed through factor analysis And then with the help of cluster analysis consumers were grouped according to the level of their environmentalist attitude The results of cluster analysis showed that there are different consumer groups in terms of their environmentalist attitude The results also showed that these groups were different in terms of their reactions towards environmentalist issues and environmental conscious products Key Words: Environmental Conscious Buying Behavioral Segmentation Market Segmentation Environmental Aspect Customer Behavior

Anahtar Kelimeler

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Tüketimin Çevreci Boyutu: Çevreci Tutum Ve Davranışlara Göre Pazar Bölümlemesi

Öz

Son yıllarda hızla yükselen çevreci hassasiyet bireyler düzeyinde çevresel konulara daha uyumlu yaşama olarak kendini göstermektedir Hükümetler ve yasa koyucular ise yerel yönetimlerin ve işletmelerin çevreyi kirleten eylemlerini sınırlandırmaya yönelik düzenlemelere odaklanmaktadır Bu ortamda işletmeler hem yasal düzenlemelere uyum sağlamaya hem de tüketicilerin çevreci beklentilerini karşılayarak rekabette öne geçmeye çalışmaktadırlar Pazarlama faaliyetlerinin hedef odaklılığı kapsamında pazar bölümlendirme önemli bir karar noktası olarak görülmektedir İşletmelerin pazar bölümlendirme amaçları ve tüketicilerin çevreci tutumlarına uygun davranışlar sergileme eğilimi içinde olmaları çevreci tutum ve davranışlarına göre hedef pazarların belirlenmesini gerektirmektedir Bu çalışmada da bu amaca uygun olarak tüketicilerin çevreci tutumları faktör analizi ile belirlenmiş kümeleme analizi aracılığıyla da tüketiciler çevreci tutum düzeylerine göre bölümlendirilmeye çalışılmıştır Elde edilen bölümleme sonuçlarına göre ortaya çıkan birbirlerinde farklı tüketici gruplarının çevreci konulara ve ürünlere verdikleri tepkilerin de birbirlerinden farklı oldukları ortaya çıkmıştır Anahtar Kelimeler: Çevreye Duyarlı Satınalma Davranışsal Bölümleme Pazar Bölümleme Çevreci Tutum Tüketici Davranışı

Anahtar Kelimeler

Çevreye Duyarlı Satınalma, Davranışsal Bölümleme, Pazar

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