Sürdürülebilir Moda Perakendeciliği: Tüketici Algıları Üzerine Bir Araştırma

Year 2020, Volume: 49 Issue: 1, 86 - 116, 18.08.2020

Şirin Gizem Köse Kenan Aydın

https://doi.org/10.26650/ibr.2020.49.0099

Abstract

Moda perakendecileri arasındaki rekabet, sürekli ürün yenileme ve fiyatı en düşük seviyede tutma zorunluluğunu birlikte getirmektedir. Ancak bu anlayışın sonucu olan hızlı modanın, zehirli kimyasal kullanımına, su kirliliğine ve tekstil atıklarına sebep olmasından dolayı eleştirilmesi, moda sektöründe sürdürülebilirlik faaliyetlerinin önemini artırmaktadır. Bu çalışmada, sürdürülebilir modaya yönelik tüketici görüşleri nitel araştırma yöntemi ile incelenmiştir. Yapılan araştırmada, tüketicilerin sürdürülebilirlik ve modada sürdürülebilirlik hakkındaki algıları ve bilgi düzeyleri araştırılmış, giysi satın alma ve elden çıkarma davranışlarının nasıl şekillendirdikleri incelenmiş, tüketicilerin moda sektöründe sürdürülebilirlik faaliyetlerinde bulunan moda perakendecilerine dair değerlendirmeleri ve satın alma niyetleri sorgulanmıştır. 31 kişi ile derinlemesine görüşme yöntemi ile toplanan veriler, temalar haline getirilmiş ve katılımcıların sürdürülebilirlik algısı, sürdürülebilir moda faaliyetlerinin perakendeci imajı üzerindeki etkileri ile giysi satın alma ve elden çıkarmada sürdürülebilirlik etkisine dair modeller oluşturulmuştur. Araştırma sonuçlarına göre, tüketiciler moda sektörünün olumsuz etkilerinin farkındadır. Tüketiciler, hızlı moda anlayışının getirdiği olumsuz etkileri azaltma konusunda perakendecilerle birlikte kendilerine düşen sorumluluğun da bilincindedir. Bununla birlikte tüketicilerde moda sektöründe sürdürülebilirlik faaliyetlerinin kapsamı ve bu faaliyetleri yapan şirketlerle ilgili bilgi eksikliği bulunmaktadır. Tüketiciler, sürdürülebilir moda perakendeciliği ile ilgili olumlu görüşlere sahiptir ve sürdürülebilirlik uygulamalarının moda perakendecilerinin imajını desteklediği görüşündedir. Bu olumlu görüşlerin satın almaya dönüşebilmesi için, iletişim faaliyetleri, kaliteden ödün verilmemesi, tasarım ve fiyatın uygun olması önem taşımaktadır.

Keywords

Sürdürülebilir moda perakendeciliği, Nitel araştırma, Moda perakendeciliği, Sürdürülebilirlik, Tüketici Algıları

Supporting Institution

Yazarlar bu çalışma için finansal destek almadığını beyan etmiştir.

Sustainable Fashion Retailing: A Research on Consumer Perceptions

Abstract

The intense competition among fashion retailers makes constant product renewal and keeping the minimum price level obligatory. However, the fact that fast fashion orientation is criticized because of using toxic chemicals, causing water pollution and textile waste increased the movement toward sustainability activities in the fashion industry. This study investigated consumers’ opinions on sustainable fashion with qualitative research. Consumers’ perceptions and knowledge on sustainability and sustainability in fashion were researched, how consumers shape their clothing purchases and disposal behaviors were examined, and consumers’ evaluations about fashion retailers that conduct sustainability activities and consumers’ purchase intention for these fashion retailers were questioned. The data was gathered from 31 participants through in-depth interviews and themes were obtained, and models were constructed about consumers’ perception of sustainable fashion, the effect of sustainable fashion activities on retailers’ image, and the sustainability effect on clothing purchasing and disposal. Research results show that consumers are aware of the adverse effects of the fashion industry, and they are conscious of their responsibility together with retailers. Furthermore, there is a lack of information regarding the content of sustainability activities and companies carrying out these activities. Consumers have favorable opinions on sustainable fashion retailing, and they think that sustainability activities support the fashion retailers’ image. In order to convert the positive opinions into purchase behavior, communication activities, not compromising quality, design, and having a fair price are important.

Keywords

Sustainable fashion retailing, Qualitative research, Fashion retailing, Sustainability, Consumer perceptions

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