Sürdürülebilir moda için bütünleşik bir yaklaşım önerisi: İkinci el kıyafet alışverişinde etkili olan kriterlerin anlaşılması ve analizi

Yıl 2022, Cilt: 37 Sayı: 2, 873 - 888, 28.02.2022

Saliha Karadayı-usta , Cigdem Kadaifci

https://doi.org/10.17341/gazimmfd.945327

Cited By: 2

Öz

Sürdürülebilir moda, tüketicinin gerçek ihtiyaçlarını sorguladığı, doğal içerikli kumaşların seçildiği, çalışanlarına etik çalışma koşulları sağlayan markaların tercih edildiği, edinilen kıyafetin uzun süre kullanıldığı, gerektiğinde tamir edildiği, ömrü bittiğinde geri dönüşüm yoluyla yeniden ipliğe çevrildiği veya işlevinin değiştirilmesiyle yeni bir ürüne dönüştürüldüğü, uzun vadede sayısız fayda sunan önemli bir akımdır. Bu kapsamda tüketicinin en etkin rol aldığı nokta, uzun yıllar dayanabilecek kaliteli ürünleri tercih etmek ve özellikle ikinci el kıyafet alım satımı yoluyla ürünlerin kullanımda kaldığı süreyi uzatmaktır. Mevcut çalışmalar kavramsal detayları verip, tüketici algısı ve tavrına dayanan yol haritaları çizerken, ikinci el alışveriş uygulamalarında kıyafet özelinde kapsamlı bir çalışmaya rastlanmamıştır. Dolayısıyla bu çalışmanın amacı sürdürülebilir modayı mümkün kılan bir araç olarak, ikinci el kıyafet alışveriş uygulamalarını seçerken tüketicinin hangi kriterlere dikkat ettiğini literatür taraması, bire bir görüşmeler ve metin madenciliği yoluyla anlayan, bu kriterleri Aşamalı Ağırlık Değerlendirme Oran Analizi (SWARA) yöntemi ile ağırlıklandıran ve öne çıkan uygulama alternatiflerini Ağırlıklı Birleştirilmiş Toplam-Çarpım Değerlendirmesi (WASPAS) yöntemi ile karşılaştıran bütünleşik bir yaklaşım önerisi sunmaktır. Çalışmanın bulguları, bilinçli tüketici ile farkındalığı bulunmayan tüketici özelinde farklılık göstermekte, farklı kuşakların farklı kriterlere önem verdiği görülmektedir. İlgili hizmet sağlayıcılar açısından dikkat edilmesi gereken unsurlar netleştirilmekte ve bu sayede sürdürülebilir modanın önünde engel teşkil edebilecek faktörler belirlenmekte, çözüme kavuşturulması gereken noktaların altı çizilmektedir. Kriter belirlemede metin madenciliğinin yeni bir yaklaşım olması ve gerçek kullanıcı görüşlerini yansıtması bakımından literatüre katkı sağlanmakta, bütünleşik bir yaklaşım önerisi ile adım adım izlenecek bir yol haritası sunulmaktadır.

Anahtar Kelimeler

Sürdürülebilir moda, ikinci el kıyafet alışverişi, metin madenciliği, SWARA, WASPAS

Kaynakça

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