SÜRDÜRÜLEBİLİR TÜKETİM MOTİVASYONUNDA SÜRDÜRÜLEBİLİR MODA KAVRAMININ ETKİSİ

Öz

Gün geçtikçe artan ekolojik sorunlar, bireylerin yeşil tüketim motivasyonlarına da yön vermektedir. Ekolojik sorunların sorumlusu olan sektörlerden birinin de moda endüstrisi olduğu düşünüldüğünde, tüketicilerin sürdürülebilir moda ürünlerine yönelmesi beklenen bir durum haline gelmektedir. Bu sebeple, mevcut araştırma tüketicilerin sürdürülebilir giyim ürünlerine yönelik davranışsal niyetlerinin itici güçlerini ve önündeki engelleri araştırmak üzere yapılmıştır. Bu doğrultuda, kolayda örnekleme yöntemi aracılığıyla 394 tüketiciye ulaşılmış ve bu tüketicilere online anket uygulaması yapılmıştır. Elde edilen veriler AMOS 26 paket programı kullanılarak yapısal eşitlik modellemesi ile analiz edilmiştir. Araştırma sonucunda katılımcıların sahip olduğu çevre bilgisinin, çevre kaygısının, sürdürülebilir tutumlarının ve öznel normlarının, sürdürülebilir giyim ürünü satın alma niyetlerini, bu niyetin de sürdürülebilir giyim satın alma davranışını etkilediği sonucuna ulaşılmıştır. Öte yandan, ekonomik ve estetik risk faktörlerinin katılımcıların sürdürülebilir giyim ürünü satın alma niyetini etkilemediği tespit edilmiştir.

Anahtar Kelimeler

• sürdürülebilir moda
• sürdürülebilir tüketim
• sürdürülebilir tutum

The Effect of Sustainable Fashion Concept on Sustainable Consumption Motivation

Öz

Kaynakça

1. Ajzen, I. (1991). The Theory Of Planned Behavior. Organizational Behavior And Human Decision Processes, 50(2), 179-211
2. Arcury, T. A. (1990). Environmental Attitude And Environmental Knowledge. Human Organization, 300-304.
3. Armstrong, C. M. J., Connell, K. Y. H., Lang, C., Ruppert-Stroescu, M., & Lehew, M. L. (2016). Educating For Sustainable Fashion: Using Clothing Acquisition Abstinence To Explore Sustainable Consumption And Life Beyond Growth. Journal Of Consumer Policy, 39(4), 417-439.
4. Bagozzı, R. P., Yi, Y., & Baumgartner, J. (1990). The Level Of Effort Required For Behaviour As A Moderator Of The Attitude–Behaviour Relation. European Journal Of Social Psychology, 20(1), 45-59.
5. Barber, N., Taylor, C., & Strick, S. (2009). Wine Consumers’ Environmental Knowledge And Attitudes: Influence On Willingness To Purchase. International Journal Of Wine Research, 1(1), 59-72.
6. Barber, N., Taylor, D. C., & Deale, C. S. (2010). Wine Tourism, Environmental Concerns, And Purchase İntention. Journal Of Travel & Tourism Marketing, 27(2), 146-165.
7. Birgelen, V. M., Semeijn, J., & Keicher, M. (2009). Packaging And Proenvironmental Consumption Behavior: Investigating Purchase And Disposal Decisions For Beverages. Environment And Behavior, 41(1), 125-146.
8. Bloch, P. H. (1995). Seeking The İdeal Form: Product Design And Consumer Response. Journal Of Marketing, 59(3), 16-29.

9. Bozbay, Z., Güleç, M., & Zulfugarova, N. (2019). Çevre Dostu Ürün Satın Alma Niyetinde Algılanan Kalite, Algılanan Risk Ve Güvenin Rolü. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 21(4), 1147-1171.
10. Brothers, C. C., Fortner, R. W., & Mayer, V. J. (1991). The İmpact Of Television News On Public Environmental Knowledge. The Journal Of Environmental Education, 22(4), 22-29.
11. Bui, M. H. (2005). Environmental Marketing: A Model Of Consumer Behavior. In Proceedings Of The Annual Meeting Of The Association Of Collegiate Marketing Educators 20(1), 24-26.
12. Carey, L., & Cervellon, M. C. (2014). Ethical Fashion Dimensions: Pictorial And Auditory Depictions Through Three Cultural Perspectives. Journal Of Fashion Marketing And Management 18(4): 483-506.
13. Chabowskı, B. R., Mena, J. A., & Gonzalez-Padron, T. L. (2011). The Structure Of Sustainability Research İn Marketing, 1958–2008: A Basis For Future Research Opportunities. Journal Of The Academy Of Marketing Science, 39(1), 55-70.
14. Chan, R. Y. (2001). Determinants Of Chinese Consumers' Green Purchase Behavior. Psychology & Marketing, 18(4), 389-413.
15. Chen, M. F. (2020). The İmpacts Of Perceived Moral Obligation And Sustainability Self‐İdentity On Sustainability Development: A Theory Of Planned Behavior Purchase İntention Model Of Sustainability‐Labeled Coffee And The Moderating Effect Of Climate Change Skepticism. Business Strategy And The Environment, 29(6), 2404-2417.
16. Chen, Y. S. & Chang, C. H. (2012). Enhance Green Purchase İntentions: The Roles Of Green Perceived Value, Green Perceived Risk, And Green Trust. Management Decision, 50(3), 502-520.
17. Cheung, L. T., Chow, A. S., Fok, L., Yu, K. M., & Chou, K. L. (2017). The Effect Of Self-Determined Motivation On Household Energy Consumption Behaviour İn A Metropolitan Area İn Southern China. Energy Efficiency, 10(3), 549-561.
18. Clark, H. (2008). Slow Fashıon An Oxymoron Or A Promise For The Future ? Fashion Theory, 12(4), 427-446.
19. Claudıo, L. (2007). Waste Couture: Environmental İmpact Of The Clothing İndustry. Environmental Health Perspectives, 115(9) 449-454.
20. Clınebell, H. J. (1998). Understanding And Counseling Persons With Alcohol, Drug, And Behavioral Addictions: Counseling For Recovery And Prevention Using Psychology And Religion. Abingdon Pr.
21. Connell, K. Y. H. (2010). Internal And External Barriers To Eco‐Conscious Apparel Acquisition. International Journal Of Consumer Studies, 34(3), 279-286.
22. Crosby, L. A., Gill, J. D., & Taylor, J. R. (1981). Consumer/Voter Behavior İn The Passage Of The Michigan Container Law. Journal Of Marketing, 45(2), 19-32.
23. De Marez, L., Vyncke, P., Berte, K., Schuurman, D., & De Moor, K. (2007). Adopter Segments, Adoption Determinants And Mobile Marketing. Journal Of Targeting, Measurement And Analysis For Marketing, 16(1), 78-95.
24. Dean, M., Raats, M. M., & Shepherd, R. (2012). The Role Of Self‐İdentity, Past Behavior, And Their İnteraction İn Predicting İntention To Purchase Fresh And Processed Organic Food 1. Journal Of Applied Social Psychology, 42(3), 669-688.
25. Dıetz, T., Stern, P. C., & Guagnano, G. A. (1998). Social Structural And Social Psychological Bases Of Environmental Concern. Environment And Behavior, 30(4), 450-471.
26. Dıssanayake, D. G. K., & Sinha, P. (2012). Sustainable Waste Management Strategies İn The Fashion İndustry Sector. International Journal Of Environmental, Cultural, Economic And Social Sustainability, 8(1), 77-90.
27. Dunlap, R. E., & Jones, R. E. (2002). Environmental Concern: Conceptual And Measurement İssues. Handbook Of Environmental Sociology, 3(6), 482-524.
28. Dunlap, R. E., Grieneeks, J. K., & Rokeach, M. (1983). Human Values And Pro-Environmental Behavior. In W.D. Conn (Ed.), Energy And Material Resources: Attitudes, Values, And Public Policy. Boulder, Co: Westview.
29. Durmuş, B., Yurtkoru, S., & Çinko, M. (2011). Sosyal Bilimlerde Spss’le Veri Analizi. 4. Baskı, Beta Yayıncılık, İstanbul.
30. Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. (1991). The Role Of Perceived Consumer Effectiveness İn Motivating Environmentally Conscious Behaviors. Journal Of Public Policy & Marketing, 10(2), 102-117.
31. Erciş, A., & Türk, B. (2019). Bütünleşik Amaca Yönelik Davranış Modeli İle Çevreci Ürün Satın Alma Niyetinin İncelenmesi. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 12(23), 55-80.
32. Fortune (2019). Mavi’den All Blue İle Sürdürülebilir Ekonomiye Yeni Bir Katkı Https://Www.Fortuneturkey.Com/Maviden-All-Blue-İle-Surdurulebilir-Ekonomiye-Yeni-Bir-Katki Et: 05.06.2021
33. Gardner, G., & Sampat, P. (1999). Forging A Sustainable Materials Economy. State Of The World, 41-59.
34. Gıllespıe, R. J. (1992). Pitfalls And Opportunities For Environmental Marketers. Journal Of Business Strategy.
35. Han, H., & Yoon, H. J. (2015). Hotel Customers’ Environmentally Responsible Behavioral İntention: Impact Of Key Constructs On Decision İn Green Consumerism. International Journal Of Hospitality Management, 45, 22-33.
36. Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer Attitude And Purchase İntention Toward Green Energy Brands: The Roles Of Psychological Benefits And Environmental Concern. Journal Of Business Research, 65(9), 1254-1263.
37. Hınes, J. M., Hungerford, H. R., & Tomera, A. N. (1987). Analysis And Synthesis Of Research On Responsible Environmental Behavior: A Meta-Analysis. The Journal Of Environmental Education, 18(2), 1-8.
38. Horton, R. L. (1976). The Structure Of Perceived Risk: Some Further Progress. Journal Of The Academy Of Marketing Science, 4(4), 694-706.
39. Hsıao, K. L., & Chen, C. C. (2018). What Drives Smartwatch Purchase İntention? Perspectives From Hardware, Software, Design, And Value. Telematics And Informatics, 35(1), 103-113.
40. Hsu, C. L., Chang, C. Y., & Yansritakul, C. (2017). Exploring Purchase İntention Of Green Skincare Products Using The Theory Of Planned Behavior: Testing The Moderating Effects Of Country Of Origin And Price Sensitivity. Journal Of Retailing And Consumer Services, 34, 145-152.
41. Hungerford, H. R., & Volk, T. L. (1990). Changing Learner Behavior Through Environmental Education. The Journal Of Environmental Education, 21(3), 8-21.
42. Hustvedt, G., & Dickson, M. A. (2009). Consumer Likelihood Of Purchasing Organic Cotton Apparel: Influence Of Attitudes And Self‐İdentity. Journal Of Fashion Marketing And Management: An International Journal, 13(1), 49-65.
43. Irıanto, H. (2015). Consumers' Attitude And İntention Towards Organic Food Purchase: An Extension Of Theory Of Planned Behavior İn Gender Perspective. International Journal Of Management, Economics And Social Sciences, 4(1), 17-31.
44. Jaıswal, D., & Kant, R. (2018). Green Purchasing Behaviour: A Conceptual Framework And Empirical İnvestigation Of Indian Consumers. Journal Of Retailing And Consumer Services, 41, 60-69.
45. Joergens, C. (2006). Ethical Fashion: Myth Or Future Trend? Journal Of Fashion Marketing And Management: An International Journal, 10(3), 360-371.
46. Jung, S., & Jin, B. (2014). A Theoretical İnvestigation Of Slow Fashion: Sustainable Future Of The Apparel İndustry. International Journal Of Consumer Studies, 38(5), 510-519.
47. Kang, J., Liu, C., & Kim, S. H. (2013). Environmentally Sustainable Textile And Apparel Consumption: The Role Of Consumer Knowledge, Perceived Consumer Effectiveness And Perceived Personal Relevance. International Journal Of Consumer Studies, 37(4), 442-452.
48. Karaman, A. (1996). Sürdürülebilir Turizm Planlaması İçin Ekolojik Bir Çerçeve. Sürdürülebilir Turizm; Turizm Planlamasına Ekolojik Yaklaşım, 19.Dünya Şehircilik Günü Kollokyumu, Mimar Sinan Üniversitesi, İstanbul, 102.
49. Karp, D. G. (1996). Values And Their Effect On Pro-Environmental Behavior. Environment And Behavior, 28(1), 111-133.
50. Kım, H. S., & Damhorst, M. L. (1998). Environmental Concern And Apparel Consumption. Clothing And Textiles Research Journal, 16(3), 126-133.
51. Kırmanı, M. D., & Khan, M. N. (2016). Environmental Attributes And Market Segmentation: İnsights From India. International Journal Of Management Concepts And Philosophy, 9(2), 73-92.
52. Kumar, A., Prakash, G., & Kumar, G. (2021). Does Environmentally Responsible Purchase İntention Matter For Consumers? A Predictive Sustainable Model Developed Through An Empirical Study. Journal Of Retailing And Consumer Services, 58, 102270.
53. Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing Behaviour For Environmentally Sustainable Products: A Conceptual Framework And Empirical Study. Journal Of Retailing And Consumer Services, 34, 1-9.
54. Kusuma, P. N. P. D., & Sulhaini, R. B.H. (2018). The Effect Of Environmental Knowledge, Green Advertising And Environmental Attitude Toward Green Purchase İntention. Russian Journal Of Agricultural And Socio-Economic Sciences, 78(6), 95-105.
55. Lazaroıu, G., Andronie, M., Uţă, C., & Hurloiu, I. (2019). Trust Management İn Organic Agriculture: Sustainable Consumption Behavior, Environmentally Conscious Purchase İntention, And Healthy Food Choices. Frontiers İn Public Health, 7, 340-347.
56. Lcw, (2020) Sürdürülebilirlik Https://Corporate.Lcwaikiki.Com/Cevre-Dostu Et: 05.06.2021
57. Lee, K. (2008). Opportunities For Green Marketing: Young Consumers. Marketing İntelligence & Planning. 26(6), 573-586.
58. Lee, K. (2009). Gender Differences İn Hong Kong Adolescent Consumers' Green Purchasing Behavior. Journal Of Consumer Marketing. 26(2), 87-96.
59. Lee, K. (2010). The Green Purchase Behavior Of Hong Kong Young Consumers: The Role Of Peer İnfluence, Local Environmental İnvolvement, And Concrete Environmental Knowledge. Journal Of İnternational Consumer Marketing, 23(1), 21-44.
60. Levin, G. (1990). Consumers Turning Green: Jwt Survey. Advertising Age, 61(47), 61-74.
61. Lı, Z., & Hu, B. (2018). Perceived Health Risk, Environmental Knowledge, And Contingent Valuation For İmproving Air Quality: New Evidence From The Jinchuan Mining Area İn China. Economics & Human Biology, 31, 54-68.
62. Maıchum, K., Parichatnon, S., & Peng, K. C. (2016). Application Of The Extended Theory Of Planned Behavior Model To İnvestigate Purchase İntention Of Green Products Among Thai Consumers. Sustainability, 8(10), 1077-1097.
63. Marcınkowskı, T. J. (1988). An Analysis Of Correlates And Predictors Of Responsible Environmental Behavior (Doctoral Dissertation, Southern Illinois University At Carbondale).
64. Memar, N. Ve Ahmed, S. A. (2012), Determinants Which Influence The Consumers’ Green Purchasing Intention: An Empirical Study Of Consumers’ Buying Intention Toward Eco Friendly Printers İn The Swedish Market, Master Thesis.
65. Mıtchell Vw (1999) Consumer Perceived Risk: Conceptualizations And Models. Eur J Mark 33(1/2):163–195
66. Mostafa, M. M. (2007). Gender Differences İn Egyptian Consumers’ Green Purchase Behaviour: The Effects Of Environmental Knowledge, Concern And Attitude. International Journal Of Consumer Studies, 31(3), 220-229.
67. Naıyı, Y. E. (2004). Dimensions Of Consumer's Perceived Risk İn Online Shopping. Journal Of Electronic Science And Technology, 2(3), 177-182.
68. Nennı, M. E., Giustiniano, L., & Pirolo, L. (2013). Demand Forecasting İn The Fashion İndustry: A Review. International Journal Of Engineering Business Management, 5, 37-43.
69. Oskamp, S. (2000). A Sustainable Future For Humanity? How Can Psychology Help?. American Psychologist, 55(5), 496.
70. Ottman, J. A. (1992). Industry’s Response To Green Consumerism. Journal Of Business Strategy, 13(4), 3-7.
71. Önder, N. (2021, Mart) Moda Sektöründe Yeni Moda: “Sürdürülebilirlik” Https://Www.Marketingturkiye.Com.Tr/Haberler/Moda-Sektorunde-Yeni-Moda-Surdurulebilirlik/ Et: 25.04.2021
72. Pagıaslıs, A., & Krontalis, A. K. (2014). Green Consumption Behavior Antecedents: Environmental Concern, Knowledge, And Beliefs. Psychology & Marketing, 31(5), 335–348
73. Park, H. J., & Lin, L. M. (2020). Exploring Attitude–Behavior Gap İn Sustainable Consumption: Comparison Of Recycled And Upcycled Fashion Products. Journal Of Business Research, 117, 623-628.
74. Paul, J., Modi, A., & Patel, J. (2016). Predicting Green Product Consumption Using Theory Of Planned Behavior And Reasoned Action. Journal Of Retailing And Consumer Services, 29, 123-134.
75. Peter, J. P., & Ryan, M. J. (1976). An İnvestigation Of Perceived Risk At The Brand Level. Journal Of Marketing Research, 13(2), 184-188.
76. Prakash, G., & Pathak, P. (2017). Intention To Buy Eco-Friendly Packaged Products Among Young Consumers Of India: A Study On Developing Nation. Journal Of Cleaner Production, 141, 385-393.
77. Rashıd, N.R.N.A. (2009). Awareness Of Eco-Label İn Malaysia’s Green Marketing İnitiative. International Journal Of Business And Management, 4(8), 132-141.
78. Rausch, T. M., & Kopplin, C. S. (2021). Bridge The Gap: Consumers’ Purchase İntention And Behavior Regarding Sustainable Clothing. Journal Of Cleaner Production, 278, 1-15.
79. Schultz, P. W., & Zelezny, L. (1999). Values As Predictors Of Environmental Attitudes. Journal Of Environmental Psychology, 19(3), 255-276.
80. Smıth, S., & Paladino, A. (2010). Eating Clean And Green? Investigating Consumer Motivations Towards The Purchase Of Organic Food. Australasian Marketing Journal (Amj), 18(2), 93-104.
81. Snoj, B., Pisnik Korda, A. & Mumel, D. (2004). The Relationships Among Perceived Quality, Perceived Risk And Perceived Product Value. Journal Of Product & Brand Management, 13(3), 156-167.
82. Stern, P. (2000). Toward A Coherent Theory Of Environmentally Significant Behavior. Journal Of Social Issues, 56(3), 407-424.
83. Stern, P. C., & Dietz, T. (1994). The Value Basis Of Environmental Concern. Journal Of Social Issues, 50(3), 65-84.
84. Subaş, A., & Çetin, M. (2017). Enneagram Kişilik Ölçeğinin Geliştirilmesi: Güvenirlik Ve Geçerlilik Çalışması. Sosyal Bilimler Dergisi, 4(11), 160-181.
85. Tan, B. C. (2011). The Roles Of Knowledge, Threat, And Pce On Green Purchase Behaviour. International Journal Of Business And Management, 6(12), 14-27.
86. Tang, Y., Wang, X. Ve Lu, P. (2014), Chinese Consumer Attitude And Purchase Intent Towards Green Products, Asia-Pacific Journal Of Business Administration, 6 (2), 84-96.
87. Tarkıaınen, A., & Sundqvist, S. (2005). Subjective Norms, Attitudes And İntentions Of Finnish Consumers İn Buying Organic Food. British Food Journal. 107(11), 808-822.
88. Teng, Y. M., Wu, K. S., & Liu, H. H. (2015). Integrating Altruism And The Theory Of Planned Behavior To Predict Patronage İntention Of A Green Hotel. Journal Of Hospitality & Tourism Research, 39(3), 299-315.
89. Thompson, S. C. G., & Barton, M. A. (1994). Ecocentric And Anthropocentric Attitudes Toward The Environment. Journal Of Environmental Psychology, 14(2), 149-157.
90. Toufanı, S., Stanton, J. P., & Chikweche, T. (2017). The İmportance Of Aesthetics On Customers’ İntentions To Purchase Smartphones. Marketing Intelligence & Planning, 35, 316–338.
91. Trafımow, D., & Finlay, K. A. (2001). The Relationship Between Normatively Versus Attitudinally Controlled People And Normatively Versus Attitudinally Controlled Behaviors. The Social Science Journal, 38(2), 203-216.
92. Tsarenko, Y., Ferraro, C., Sands, S., & Mcleod, C. (2013). Environmentally Conscious Consumption: The Role Of Retailers And Peers As External İnfluences. Journal Of Retailing And Consumer Services, 20(3), 302-310.
93. Uyar, A. (2019). Yeşil Satın Alma Davranışı Belirleyen Unsurların Yapısal Eşitlik Modellemesi İle İncelenmesi. Ekev Akademi Dergisi, (77), 15-34.
94. Wan, C., Shen, G. Q., & Choi, S. (2017). Experiential And İnstrumental Attitudes: Interaction Effect Of Attitude And Subjective Norm On Recycling İntention. Journal Of Environmental Psychology, 50, 69-79.
95. Wang, J., & Hsu, Y. (2019). Does Sustainable Perceived Value Play A Key Role İn The Purchase Intention Driven By Product Aesthetics? Taking Smartwatch As An Example. Sustainability, 11(23), 2-24.
96. Warıs, I., & Hameed, I. (2020). Promoting Environmentally Sustainable Consumption Behavior: An Empirical Evaluation Of Purchase İntention Of Energy-Efficient Appliances. Energy Efficiency, 13(8), 1653-1664.
97. Weı, C.-F., Chiang, C.-T., Kou, T.-C., & Lee, B. C. Y. (2017). Toward Sustainable Livelihoods: Investigating The Drivers Of Purchase Behavior For Green Products. Business Strategy And The Environment, 26(5), 626–639.
98. Wu, J. H., Wu, C. W., Lee, C. T., & Lee, H. J. (2015). Green Purchase İntentions: An Exploratory Study Of The Taiwanese Electric Motorcycle Market. Journal Of Business Research, 68(4), 829-833.
99. Wu, S. I., & Chen, J. Y. (2014). A Model Of Green Consumption Behavior Constructed By The Theory Of Planned Behavior. International Journal Of Marketing Studies, 6(5), 119-132.
100. Yadav, R., & Pathak, G. S. (2017). Determinants Of Consumers' Green Purchase Behavior İn A Developing Nation: Applying And Extending The Theory Of Planned Behavior. Ecological Economics, 134, 114-122.
101. Zhou, Y., Thøgersen, J., Ruan, Y., & Huang, G. (2013). The Moderating Role Of Human Values İn Planned Behavior: The Case Of Chinese Consumers' İntention To Buy Organic Food. Journal Of Consumer Marketing. 30(4), 335-344.