MODA VE GİYİM SEKTÖRÜNDE SÜRDÜRÜLEBİLİRLİK ALGISININ ROLÜ: ETİK, TÜKETİCİ İLGİSİ VE KATILIM ARACILIĞIYLA SATIN ALMA NİYETİNİN ŞEKİLLENMESİ

Öz

Moda ve giyim sektörünün su, toprak ve atmosfer sistemine olumsuz etkisi ve özellikle hızlı moda ile birlikte artan tüketimin dünyayı sürüklediği çevresel felaket, bu sektördeki tüketim davranışlarının incelenerek sürdürülebilirliği artırmanın yollarının aranmasını zorunlu hale getirmiştir. Bu çalışma sürdürülebilirliğin satın alma niyeti üzerindeki etkisinde marka etiği, tüketici ilgisi ve tüketici katılımının aracılık rolünü inceleyerek çevresel sürdürülebilirliğin önemine dikkat çekmeyi amaçlamaktadır. Bu amaçla Türkiye’de yaşayan 18 yaş üstü 404 kişi üzerinde bir araştırma gerçekleştirilmiştir. Araştırmada veri toplama aracı olarak anket formu kullanılmıştır. Araştırma sonucunda algılanan sürdürülebilirliğin marka etiği, tüketici ilgisi, tüketici katılımı ve satın alma niyeti üzerinde pozitif etkisi olduğu tespit edilmiştir. Ayrıca marka etiğinin de tüketici ilgisi, tüketici katılımı ve satın alma niyeti üzerinde pozitif etkisi bulunmaktadır. Tüketici ilgisi ve tüketici katılımı da satın alma niyetini pozitif etkilemektedir. Algılanan sürdürülebilirliğin satın alma niyeti üzerinde marka etiği, tüketici ilgisi ve tüketici katılımı aracılığıyla dolaylı bir etkisi bulunmaktadır. Ayrıca marka etiği ile tüketici ilgisi ve marka etiği ile tüketici katılımının birlikte algılanan sürdürülebilirlikle satın alma niyeti arasındaki ilişkide aracılık rolü bulunmaktadır. Elde edilen bu bulgular, sürdürülebilir ürünleri satın alma niyeti üzerinde etkili olan etik unsurları ortaya koyarak, uygulayıcıların sürdürülebilir tüketici davranışını teşvik etmeye yönelik stratejiler geliştirmelerine katkı sağlamaktadır.

Anahtar Kelimeler

• Algılanan Sürdürülebilirlik
• Marka Etiği
• Tüketici İlgisi
• Tüketici Katılımı
• Satın Alma Niyeti ve Giyim Sektörü

THE ROLE OF SUSTAINABILITY PERCEPTION IN THE FASHION AND APPAREL INDUSTRY: SHAPING PURCHASE INTENTION THROUGH ETHICS, CONSUMER INTEREST AND PARTICIPATION

Öz

The negative impact of the fashion and apparel industry on water, soil, and atmospheric systems, and the environmental catastrophe that the world is facing due to increasing consumption, especially with fast fashion, has made it imperative to examine consumption behaviors in this sector and seek ways to increase sustainability. This study aims to highlight the importance of environmental sustainability by examining the mediating role of brand ethics, consumer involvement, and consumer participation in the impact of sustainability on purchase intention. For this purpose, a study was conducted on 404 people over the age of 18 living in Turkey. A questionnaire form was used as a data collection tool in the study. As a result of the research, it was determined that perceived sustainability has a positive effect on brand ethics, consumer involvement, consumer participation and purchase intention. In addition, brand ethics has a positive effect on consumer involvement, consumer participation and purchase intention. Consumer involvement and consumer participation also positively effect purchase intention. Perceived sustainability has an indirect effect on purchase intention through brand ethics, consumer interest and consumer involvement. In addition, brand ethics and consumer involvement, and brand ethics and consumer participation together, have a mediating role in the relationship between perceived sustainability and purchase intention. These findings highlight the ethical factors that influence the intention to purchase sustainable products, thereby helping practitioners develop strategies to encourage sustainable consumer behavior.

Anahtar Kelimeler

• Perceived Sustainability
• Brand Ethics
• Consumer Involvement
• Consumer Participation
• Purchase Intention and Apparel Industry

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