Willingness to Pay for Green Brands in Developing Countries: Turkey Example

Öz

Aim: The adoption of green products by consumers in developing countries has a significant impact on shaping economic and environmental policies to achieve sustainable development goals. This study aims to examine consumers' willingness to pay for green branded products and their environmentally conscious consumption behavior in Turkey, a country with a developing economy. 
Method: In the research, in-depth interviews were conducted with 70 consumers living in Istanbul and Ankara and the data were evaluated by thematic analysis method using Maxqda software.
Finding: The main factors preventing consumers from purchasing green products are high price, lack of trust, lack of information and low perceived consumer efficacy. Women, highly educated and environmentally conscious individuals show more interest in green products, but price and trust issues negatively affect their purchasing decisions.
Conclusion: Policies such as government incentives, consumer awareness campaigns and transparent certification systems need to be developed to promote green consumption. This study offers important strategic implications for increasing sustainable consumption in developing countries.

Anahtar Kelimeler

• Sustainable Development
• Developing Economies
• Environmentally Conscious Consumption
• Green Consumption
• Willingness to Pay

Gelişmekte Olan Ülkelerde Yeşil Markalar için Ödeme İstekliliği: Türkiye Örneği

Öz

Amaç: Gelişmekte olan ülkelerde sürdürülebilir kalkınma hedeflerine ulaşılması kritik önem taşımaktadır. Bu ülkelerdeki tüketicilerin yeşil ürünleri benimsemesi, ekonomi ve çevre politikalarının şekillendirilmesinde önemli bir etkiye sahiptir. Bu çalışma, gelişmekte olan bir ekonomiye sahip olan Türkiye'de tüketicilerin yeşil markalı ürünler için ödeme istekliliğini ve çevreye duyarlı tüketim davranışlarını incelemeyi amaçlamaktadır. 
Yöntem: Araştırmada İstanbul ve Ankara illerinde yaşayan 70 tüketici ile derinlemesine görüşme yapılmış ve veriler Maxqda yazılımı kullanılarak tematik analiz yöntemi ile analiz edilmiştir.
Bulgular: Tüketicilerin yeşil ürünleri satın almasını engelleyen başlıca faktörler yüksek fiyat, güven eksikliği, bilgi eksikliği ve düşük algılanan tüketici etkinliği olarak belirlenmiştir. Kadınlar, yüksek eğitimli ve çevreye duyarlı bireyler yeşil ürünlere daha fazla ilgi göstermekte, ancak fiyat ve güven sorunları satın alma kararlarını olumsuz etkilemektedir.
Sonuçlar: Yeşil tüketimi teşvik etmek için devlet teşvikleri, tüketici bilinçlendirme kampanyaları ve şeffaf sertifikasyon sistemleri gibi politikaların geliştirilmesi gerekmektedir. Bu çalışma, gelişmekte olan ülkelerde sürdürülebilir tüketimin artırılması için önemli stratejik çıkarımlar sunmaktadır.

Anahtar Kelimeler

• Sürdürülebilir Kalkınma
• Gelişmekte Olan Ekonomiler
• Çevreye Duyarlı Tüketim
• Yeşil Tüketim
• Ödeme İstekliliği

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