TÜKETİCİLERİN EKO-AMBALAJLI ÜRÜN SATIN ALMA TERCİHİNİ ETKİLEYEN FAKTÖRLERİN SOSYO - DEMOGRAFİK FAKTÖRLERE GÖRE İNCELENMESİ

Yıl 2025, Cilt: 5 Sayı: 2, 121 - 145

Saniye Sağır , Derya Fatma Biçer

Öz

Bireylerin tüketim davranışlarını gerçekleştirirken çevreyi ve gelecek nesilleri dikkate alarak hareket etmeleri, sürdürülebilir tüketim davranışı kavramını ön plana çıkarmıştır. Çevresel kaygı düzeyi, bilişsel fayda algısı ve duygusal durum, sosyal imaj ve ekolojik okur yazarlık gibi bireysel faktörlerin, satın alma kararları üzerinde etkili olduğu bilinmektedir. Bu doğrultuda yürütülen bu çalışmada, çevresel kaygı, bilişsel fayda, pozitif duygular, negatif duygular, sosyal imaj ve ekolojik okuryazarlığın tüketicilerin cinsiyet, yaş, medeni durum, aylık ortalama gelir, meslek türü ve eğitim seviyesine göre farklılık gösterip göstermediği Bağımsız Örneklemler T Testi ve Tek Yönlü ANOVA ile test edilmiştir. Araştırmada, çevrim içi anket yöntemiyle 18 yaş üstü 400 katılımcıdan veri toplanmıştır. Yapılan analizler sonucunda, çevresel kaygı değişkeninin katılımcıların cinsiyetine göre anlamlı bir farklılık gösterdiği belirlenmiştir. Sosyal imaj, ekolojik okur-yazarlık ve davranışsal satın alma niyetleri değişkenlerinin ise katılımcıların medeni durumlarına göre anlamlı farklılıklar gösterdiği bulunmuştur. Ayrıca, sosyal imaj ve ekolojik okur-yazarlık faktörlerinin katılımcıların yaşlarına göre anlamlı düzeyde farklılık gösterdiği saptanmıştır. Sosyal imaj faktörünün katılımcıların eğitim durumlarına göre de anlamlı bir farklılık sergilediği belirlenmiştir. Benzer şekilde, sosyal imaj faktörünün katılımcıların mesleklerine ve çalıştıkları sektöre göre anlamlı bir farklılık gösterdiği tespit edilmiştir. Son olarak, bilişsel fayda, pozitif duygular, sosyal imaj, ekolojik okur-yazarlık ve davranışsal satın alma niyeti faktörlerinin katılımcıların aylık gelir durumlarına göre anlamlı farklılıklar gösterdiği sonucuna ulaşılmıştır.

Anahtar Kelimeler

Ekolojik Ambalaj , Çevresel Kaygı , Bilişsel Fayda , Rasyonel ve Duygusal Yaklaşımlar , Sosyal İmaj , Ekolojik Okur Yazarlık

AN EXAMINATION OF THE FACTORS INFLUENCING CONSUMERS' PREFERENCE FOR ECO-PACKAGED PRODUCTS BASED ON SOCIO-DEMOGRAPHIC CHARACTERISTICS

Öz

The concept of sustainable consumption behavior has gained prominence as individuals increasingly prioritize environmental considerations and the welfare of future generations in their purchasing decisions. Prior research has established that individual factors such as environmental concern, perceived cognitive benefits, emotional states, social image, and ecological literacy significantly influence consumer purchasing behavior. In this context, the present study investigates whether environmental concern, cognitive benefits, positive emotions, negative emotions, social image, and ecological literacy differ significantly based on consumers' gender, age, marital status, average monthly income, type of occupation, and educational attainment. To examine these differences, Independent Samples T-Test and One-Way ANOVA analyses were employed. Data were collected from 400 participants aged 18 and above through an online survey. The findings revealed that the environmental concern variable exhibited a statistically significant difference according to participants’ gender. Moreover, it was found that social image, ecological literacy, and behavioral purchase intentions varied significantly based on participants’ marital status. Additionally, social image and ecological literacy factors demonstrated significant differences across age groups. The results further indicated that social image differed significantly according to participants’ educational levels. Similarly, significant differences in social image were observed across different occupational groups and employment sectors. Finally, cognitive benefits, positive emotions, social image, ecological literacy, and behavioral purchase intentions were found to vary significantly in relation to participants’ monthly income levels.

Anahtar Kelimeler

Eco-Packaging , Environmental Concern , Cognitive Benefit , Rational and Emotional Approaches , Social Image , Ecological Literacy

Kaynakça

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