SÜRDÜRÜLEBİLİR TÜKETİM DAVRANIŞININ DİNAMİKLERİ: ÇEVRESEL KAYGI VE FİYAT DUYARLILIĞININ ROLÜ

Öz

Bu çalışmanın amacı tüketicilerin çevresel kaygı düzeylerinin ve fiyat duyarlılıklarının sürdürülebilir tüketim davranışları üzerindeki etkilerini incelemektir. Araştırma kapsamında Aydın il merkezinde yaşayan 309 kişiden kolayda örnekleme yöntemi ile toplanan veriler, yapısal eşitlik modellemesi kullanılarak analiz edilmiştir. Çalışmada sürdürülebilir tüketim, çevresel kaygı ve fiyat duyarlılığının etkileri doğrultusunda çevre duyarlılığı, ihtiyaç dışı satın alma, tasarruf ve yeniden kullanılabilirlik olmak üzere dört alt boyut üzerinden değerlendirilmiş ancak yeniden kullanılabilirlik boyutu düşük güvenilirlik nedeniyle analize dahil edilmemiştir. Yapılan analizler neticesinde çevresel kaygı ile çevre duyarlılığı ve tasarruf boyutları arasında anlamı ve pozitif, ihtiyaç dışı satın alma boyutu ile anlamlı ve negatif yönlü ilişkiler olduğu tespit edilmiştir. Fiyat duyarlılığı ile tasarruf boyutu arasında anlamlı ve pozitif yönlü bir ilişki olduğu ancak ihtiyaç dışı satın alma boyutu ile istatiksel olarak herhangi bir ilişki olmadığı belirlenmiştir. Ayrıca fiyat duyarlılığı ile çevre duyarlılığı boyutu arasında beklenilen aksine anlamlı ve pozitif yönlü bir ilişki olduğu ortaya konulmuştur. Bu bulgular, sürdürülebilir tüketim davranışlarını etkileyen çevresel kaygı ve fiyat duyarlılığı gibi faktörlerin karmaşık etkileşimlerini ortaya koymakta olup, hem akademik literatüre hem de pratikteki uygulamalara katkılar sunmaktadır.

Anahtar Kelimeler

• Sürdürülebilir Tüketim
• Çevresel Kaygı
• Fiyat Duyarlılığı
• Çevresel Duyarlılık

THE DYNAMICS OF SUSTAINABLE CONSUMPTION BEHAVIOR: THE ROLE OF ENVIRONMENTAL CONCERN AND PRICE SENSITIVITY

Öz

This study aims to investigate how consumers’ levels of environmental concern and price sensitivity influence their sustainable consumption behaviors. To achieve this, data were gathered from 309 individuals residing in the city center of Aydın through a convenience sampling method and analyzed using structural equation modeling. In the study, sustainable consumption was evaluated in four sub-dimensions, namely environmental sensitivity, unnecessary purchases, savings and reusability, in line with the effects of environmental concern and price sensitivity. However, the reusability dimension was excluded from the analysis due to low reliability. The findings indicated a significant positive association between environmental concern and both the environmental sensitivity and savings dimensions, while a significant negative association was observed with the unnecessary purchase dimension. Moreover, price sensitivity was found to be positively and significantly related to the savings dimension, whereas no statistically significant relationship was identified with the unnecessary purchase dimension. Interestingly, and contrary to initial assumptions, a significant positive relationship emerged between price sensitivity and the environmental sensitivity dimension. These findings reveal the complex interactions of factors such as environmental concern and price sensitivity that affect sustainable consumption behaviors and contribute to both academic literature and practical applications.

Anahtar Kelimeler

• Sustainable Consumption
• Environmental Concern
• Price Sensitivity
• Environmental Sensitivity

Kaynakça

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