Türk Tüketicilerin Organik Tekstil Ürünlerine Yönelik Algıları ve Satın Alma Davranışları Üzerine Bir Araştırma

Öz

Bu çalışma, Türk tüketicilerin organik tekstil ürünlerine yönelik algılarını ve satın alma davranışlarını inceleyerek, algılanan ürün özelliklerinin tüketici tutumları ve davranışsal çıktılar üzerindeki etkisine odaklanmaktadır. Veriler, 29 Nisan - 6 Mayıs 2024 tarihleri arasında çevrimiçi bir anket kullanılarak 244 katılımcıdan toplanmıştır. Analiz, önerilen hipotezleri test etmek için Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) kullanmıştır. Bulgular, algılanan kalite, sağlıklı ürün farkındalığı ve algılanan ürün fiyatının tüketicilerin organik tekstil ürünlerine yönelik tutumlarını anlamlı düzeyde etkilediğini, tutumun da ödeme isteğini (daha fazla ödemeye gönüllülük) ve satın alma davranışını olumlu etkilediğini göstermektedir. Beklentilerin aksine, algılanan ürün güvenliği tutum üzerinde anlamlı bir etki göstermemiştir (β = 0.031, p = 0.650). Sonuçlar, tutum ve davranışların oluşumunda güvenlik algısından ziyade kalite, sağlık odaklı farkındalık ve fiyat algısının daha belirleyici olduğunu göstermektedir.

Anahtar Kelimeler

• Organik tekstil
• Türk tüketiciler
• PLS-SEM
• sürdürülebilir tüketim
• algılanan ürün kalitesi
• tüketici davranışı

Turkish Consumers' Perceptions and Purchasing Behaviours Toward Organic Textile Products

Öz

This study examines Turkish consumers' perceptions and purchasing behaviours toward organic textile products, focusing on the influence of perceived product attributes on consumer attitudes and subsequent behavioural outcomes. Data were collected from 244 participants between April 29 and May 6, 2024, using an online survey. The analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The findings reveal that perceived quality, healthy product awareness, and perceived product price significantly influence consumer attitudes toward organic textile products. In turn, attitudes positively affect willingness to pay more and organic textile product purchasing behaviour. Contrary to expectations, perceived safety did not significantly impact consumer attitudes (β = 0.031, p = 0.650), suggesting that safety perceptions may not be a primary driver of organic textile consumption in Türkiye. These results underscore the importance of quality and health-related considerations, alongside price perceptions, over safety perceptions in shaping consumer attitudes and behaviours.

Anahtar Kelimeler

• Organic textile
• Turkish consumers
• PLS-SEM
• sustainable consumption
• perceived product quality
• consumer

Kaynakça

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