KURUMSAL SOSYAL SORUMLULUK ALGISININ SATIN ALMA NİYETİ VE YÜKSEK FİYAT VERME İSTEĞİ ÜZERİNDEKİ GÖRELİ ETKİLERİNİN TESPİTİ

Yıl 2019, Cilt: 8 Sayı: 15, 133 - 151, 10.07.2019

Onur İzmir , Ahmet Burak Turgut

Öz

Kurumsal sosyal sorumluluk (KSS), literatürde uzun
bir süredir tartışılagelen bir konudur. Bu çalışmada, KSS’nin satın alma niyetine
(SAN) ve yüksek fiyat verme isteğine (YFVİ) olan etkileri incelenmektedir. Bu
çalışma, ayrıca, KSS kavramının Türkiye’de nasıl algılandığını anlamayı
amaçlamaktadır. Bu bağlamda, çalışmanın mevcut iki amacına ulaşabilmek için analizlerde
nitel ve nicel araştırma yöntemleri uygulanmıştır. İçerik analizi nitel
tasarımda, yapısal eşitlik modellemesi ise nicel tasarımda kullanılmıştır. Çalışmanın
bulguları, KSS’nin SAN’a ve YFVİ’ye pozitif bir etki yaptığını göstermektedir.
KSS’nin SAN üzerindeki göreli etkisi YFVİ’den daha yüksektir. KSS’nin SAN ve
YFVİ üzerindeki etkilerinin, işletmelerin KSS uygulamaları konusunda bilgi
düzeyi düşük ve KSS’ye verilen önem düzeyi yüksek olan tüketicilerde, daha
yüksek olduğu tespit edilmiştir. KSS, tüketicilerin ürün, marka ve işletmeye
yönelik pozitif algı, tutum ve davranışlar geliştirmesini sağlamaktadır.
Türkiye bağlamında, KSS’yi farklı şekillerde algılayan dört tüketici kümesi
belirlenmiştir. KSS kavramı, bu tüketici kümeleri tarafından ikiyüzlülük ve
erdem arasındaki bir doğruda algılanmaktadır.

Anahtar Kelimeler

KSS, Satın Alma Niyeti, Yüksek Fiyat, KSS Tanımı

Kaynakça

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