COVID-19 PANDEMİSİNİN SÜRDÜRÜLEBİLİR TÜKETİM DAVRANIŞI ÜZERİNE ETKİLERİ: PANDEMİ ÖNCESİ VE PANDEMİ DÖNEMİ KARŞILAŞTIRMASINA YÖNELİK BİR NİTEL ARAŞTIRMA

Öz

Bu çalışmanın amacı tüketicilerin sürdürülebilir tüketime yönelik tutumlarını ve COVID-19 pandemisi sürecinde değişen tüketim davranışlarını keşfetmektir. Araştırma sürecinde yaşanılan Covid-19 salgını, katılımcıların pandemi dönemi değişen tüketim alışkanlıklarını keşfetmek üzere karşılaştırmalı bir analiz yapılmasına zemin hazırlamıştır. Derinlemesine görüşme tekniği kullanılarak 33 katılımcıdan toplanan veriler NVivo14 Programı kullanılarak içerik analizi yöntemiyle değerlendirilmiştir. COVID-19’un ortaya çıkışıyla birlikte, tüketicilerin sağlık ve çevre bilincinde artış gözlenmiş, bu durum sürdürülebilir tüketime yönelik tutumlara olumlu yansımıştır. Pandemi öncesi katılımcıların çevre bilincinin ve çevreci ürünlere yönelik farkındalığın yüksek olduğu gözlenmiş olmasına rağmen bu bilincin satın alma davranışına tamamen yansımadığı tespit edilmiştir. Pandemi sürecinde, sağlıkla ilgili endişelerin artması, tüketicilerin çevreci ürünlerden ziyade hijyen odaklı ürünleri tercih etmelerine neden olmuştur. Ancak, özellikle gıda kategorisinde organik içeriklere duyulan ilginin arttığı dikkat çekmektedir. Gelecek çalışmalarda, kuşaklar arası farklılıkların belirginleştiği tüketim davranışlarının incelenmesi ve işletmelerin organik ürünlerine yönelik tüketici güveninin araştırılması, literatüre anlamlı katkılar sunacaktır.

Anahtar Kelimeler

• Sürdürülebilir tüketim
• Covid-19 pandemi
• Tüketici davranışı
• Organik gıda tüketimi
• Organik gıda

THE EFFECTS OF THE COVID-19 PANDEMIC ON SUSTAINABLE CONSUMPTION BEHAVIOR: A QUALITATIVE STUDY COMPARING PREPANDEMIC AND PANDEMIC PERIODS

Öz

The aim of this study is to explore consumers’ attitudes toward sustainable consumption and the changes in their consumption behaviors observed during the COVID-19 pandemic. The outbreak of COVID-19 during the research process provided an opportunity to conduct a comparative analysis focusing on shifts in participants' consumption habits during this period. Data were collected from 33 participants using in-depth interviews and analyzed through content analysis using NVivo14 software. Following the emergence of COVID-19, an increase in both health and environmental awareness among consumers was observed, which positively influenced their attitudes toward sustainable consumption. Although participants demonstrated a high level of environmental awareness and recognition of eco-friendly products before the pandemic, this awareness did not fully translate into purchasing behavior. During the pandemic, rising health concerns led consumers to prioritize hygiene-oriented products over environmentally friendly alternatives. However, increased interest in organic products, particularly in the food category, was observed. Future research should investigate generational differences in consumption behaviors and explore consumer trust toward organic products offered by businesses, as such inquiries may provide valuable contributions to the literature.

Anahtar Kelimeler

• Sustainable consumption
• Covid-19 pandemic
• Consumer behaviour
• Organic food consumption
• Organic food

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