The Possible Role of the Perceived Greenwashing in Ads on Differentiation of Consumption Values of Green Consumers

Yıl 2020, Cilt: 5 Sayı: 1, 22 - 37, 29.02.2020

Ahmet Mutlu Akyüz

https://doi.org/10.23834/isrjournal.649567

Cited By: 3

Öz

According to the consumption values model, which is one of the models developed for the consumption preference processes of consumers and which still maintains its popularity, five different values which are functional, social, conditional, emotional and epistemic, affect the product preferences of consumers. It is thought that businesses that prefer to position themselves and their products as environmentalists but do not behave as responsible as necessary, negatively affect the expectations of their consumers. The purpose of this research is to find out whether consumers' perceptions about greenwashing in advertising lead to any differentiation in their green consumption values or not. In this research, snowball sampling method, which is one of the non-probability sampling methods, was used and 179 participants living in Gümüşhane province who stated that they have made green consumption were reached. The findings show that consumers are divided into two meaningful clusters in terms of their “greenwashing” perception levels. On the other hand, it was found that this divergence came to life in the functional, emotional, epistemic and social values that drive them to green consumption, but not in the conditional value.

Anahtar Kelimeler

Consumption Value Model, Greenwashing, Green Advertising, Eco-friendly Consumption Behaviour, Green Products.

Reklamlarda Algılanan Yeşile Boyamanın Yeşil Tüketicilerin Tüketim Değerlerinin Farklılaşmasındaki Olası Rolü

Öz

Tüketicilerin tüketim tercih süreçlerine dair geliştirilen ve popülerliğini halen koruyan modellerden biri olan tüketim değerleri modeline göre tüketicilerin ürün tercihlerini; fonksiyonel, sosyal, koşullara bağlı, duygusal ve epistemik olmak üzere beş farklı değer etkilemektedir. Kendilerini ve ürünlerini çevreci olarak konumlandırmayı tercih eden, ancak gerektiği kadar sorumlu davranmayan işletmelerin, tüketicilerinin beklentilerini olumsuz yönde etkiledikleri düşünülmektedir. Bu araştırma ile amaçlanan; tüketicilerin, reklamlardaki yeşile boyamaya yönelik algılarının, onların yeşil tüketim değerlerinde farklılaşmaya yol açıp açmadığının ortaya konulmasıdır. Bu doğrultuda yapılan araştırmada olasılığa dayalı olmayan örnekleme yöntemlerinden biri olan kartopu örnekleme yöntemi kullanılmış olup Gümüşhane ilinde yaşayan ve yeşil tüketim yaptığını belirten 179 katılımcıya ulaşılmıştır. Elde edilen bulgular, “yeşile boyama” algı dereceleri açısından tüketicilerin anlamlı iki kümeye ayrıldıklarını göstermektedir. Öte yandan, bu ayrışmanın benzer şekilde onları yeşil tüketime güdüleyen fonksiyonel, duygusal, epistemik ve sosyal değerlerde hayat bulduğu, ancak koşullu değerde gerçekleşmediği tespit edilmiştir.

Anahtar Kelimeler

Tüketim Değerleri Modeli, Yeşile Boyama, yeşil reklam, Çevreye Duyarlı Tüketim Davranışı, Yeşil Ürünler.

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