Sürdürülebilirlik Temalı Dijital Arama Davranışlarının Finansal Göstergelerle İlişkisi: Google Trends Tabanlı Bir Analiz

Öz

Amaç: Bu çalışma, 2020–2024 yılları arasında Türkiye’de sürdürülebilirlik temalı dijital ilgi düzeylerinin zaman içindeki değişimini ve bu eğilimlerin çevresel finansal göstergelerle olan ilişkisini analiz etmeyi amaçlamaktadır. Dijital veri kullanımıyla, toplumun sürdürülebilirlik bağlamındaki farkındalığı ve yatırım davranışları arasındaki bağlantının anlaşılması hedeflenmiştir. Yöntem: Çalışmada Google Trends üzerinden “sürdürülebilirlik” ve ilişkili kavramlara ait haftalık arama hacmi verileri toplanmış, bu veriler BIST Sürdürülebilirlik Endeksi ve Karbon Emisyonları Vadeli İşlemleri ile karşılaştırılmıştır. Verilerin analizinde Spearman korelasyon analizi ile değişkenler arası ilişkiler değerlendirilmiş; yıllar arası farklılıkların belirlenmesi amacıyla Tekrarlayan ölçümler varyans analizi (Repeated Measures ANOVA) ve Greenhouse–Geisser düzeltmesi uygulanmıştır. Bulgular: Analizler sonucunda, özellikle “yeşil mutabakat”, “elektrikli araç”, “karbon ayak izi” ve “yenilenebilir enerji” gibi kavramlarda dijital ilginin istatistiksel olarak anlamlı düzeyde arttığı belirlenmiştir. Bu arama eğilimleri hem BIST Sürdürülebilirlik Endeksi hem de Karbon Emisyonları Vadeli İşlemleri ile pozitif yönde ve anlamlı ilişkiler göstermiştir. Sonuçlar: Elde edilen bulgular, Google Trends verilerinin sürdürülebilirlik alanındaki kamu ilgisini ölçmekle kalmayıp, çevresel finansal araçlarla senkronize hareket eden bir gösterge işlevi de görebileceğini ortaya koymaktadır. Bu doğrultuda, dijital arama davranışlarının kamu politikalarının takibi, çevre yatırımlarının yönelimi ve toplumsal yeşil dönüşüm süreçlerinin izlenmesi açısından önemli bir analiz aracı olduğu sonucuna varılmıştır.

Anahtar Kelimeler

• Sürdürülebilirlik
• Google Trends
• Sürdürülebilirlik Endeksi
• Dijital Arama Davranışları
• Yeşil Mutabakat

Relationship of Sustainability-Themed Digital Search Behaviors with Financial Indicators: A Google Trends-Based Analysis

Öz

Purpose: This study aims to analyze the change in digital interest levels on sustainability in Turkey between 2020 and 2024 and the relationship between these trends and environmental financial indicators. The aim is to understand the connection between the awareness of society in the context of sustainability and investment behaviors through the use of digital data. Method: In the study, weekly search volume data for “sustainability” and related concepts were collected via Google Trends, and these data were compared with the BIST Sustainability Index and Carbon Emissions Futures. In the analysis of the data, Spearman correlation analysis was used to evaluate the relationships between variables; repeated measures analysis of variance (ANOVA) and Greenhouse–Geisser correction were applied to determine the differences between years. Findings: As a result of the analyses, it was determined that digital interest increased statistically significantly, especially in concepts such as “green agreement”, “electric vehicle”, “carbon footprint” and “renewable energy”. These search trends have shown positive and significant relationships with both the BIST Sustainability Index and Carbon Emissions Futures. Conclusions: The findings reveal that Google Trends data can not only measure public interest in sustainability but also act as an indicator that acts in synchronization with environmental financial instruments. In this direction, it has been concluded that digital search behaviors are an important analysis tool in terms of monitoring public policies, orientation of environmental investments and monitoring social green transformation processes.

Anahtar Kelimeler

• Sustainability
• Google Trends
• Sustainability Index
• Digital Search Behaviors
• Green Deal

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