Yeşil Pazarlama Anlayışında Tüketicilerin Plastik Poşet Kullanımına Yönelik Bakış Açıları: Belçika Örneği

Öz

Günümüzde tüketicilerin çevresel kaygıları plastiklerin çevreye verdiği zararla birlikte artmıştır. Plastik poşetler; doğada uzun yıllar çözünmemesi, çözünürken zehirli kimyasallar ile çevreyi kirletmesi ve kanserojen olması gibi sebeplerle dünya üzerinde büyük tahribatlara yol açmaktadır. Sosyal sorumluluk bilinci ile hareket eden devletler, bu tahribatları engellemek için önlem alırken, işletmelerin de aynı bilinç ile pazarlama faaliyetleri yürütmesi gerekmektedir. Toplumsal pazarlama anlayışı çerçevesinde hareket eden bazı işletmeler tüketicilerin çevresel kaygılarını bilerek plastik poşetleri ücretlendirme, doğada daha kısa sürede çözünebilir poşetler kullanma, ürün portföylerine bez torbalar ekleme gibi yollara başvurmaktadır. Bu çalışmanın amacı Belçika’da yaşayan tüketicilerin plastik poşet kullanmaya yönelik tutum ve davranışlarını öğrenmektir. Bu kapsamda kolayda örnekleme yöntemi ile tespit edilen 344 tüketiciden anket yoluyla veri toplanmıştır. Veriler SPSS 16.0 paket programıyla frekans ve ki-kare analizi yapılarak değerlendirilmiştir. Araştırma sonucunda katılımcı kadınların plastik poşet karşıtı tutumlarının daha yüksek olduğu, yasal düzenlemelerin uzun dönemde etkili olduğu; ancak, bu etkilerin devamlılığı için bilgilendirici eğitimler verilmesi gerektiği ortaya çıkmıştır.

Anahtar Kelimeler

• Yeşil Pazarlama,Plastik Poşet,Tutum,Davranış

Perspectives of Consumers Towards Plastic Bags Usage in Green Marketing Consept: A Sample in Belgium

Öz

Today, environmental concerns of consumers have increased along with the harm that plastics have on the environment. Plastic bags are causing major destruction on earth with the reasons of not dissolving in the environment for many years, polluting the environment with toxic chemicals when dissolving and being carcinogenic. When the governments, who are acting on social responsibility awareness, are taking measures on preventing these destructions, it is necessary for the businesses to carry out the marketing activities with the same awareness. Some businesses have awareness of environmental concerns of the consumers. These are applying the ways like charging for plastic bags, using soluble bags in a shorter time in environment and adding cloth bags to their product portfolios within the frame of social marketing approach. The purpose of the study is to learn the attitudes and behaviors of consumers, who are living in Belgium, towards using plastic bags. In this context, data were gathered through survey from 344 consumer who are detected with convenience sampling method. The data were analyzed by frequency and chi-square analysis with SPSS 16.0 package program. As a result of the research, it is stated that the legal regulations are effective in the long term; informative trainings should be given for the continuity of these effects, and women's attitudes are higher in terms of anti-use of plastic bags.

Anahtar Kelimeler

• Green Marketing,Plastic Bag,Attitude,Behaviour

Kaynakça

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