Özgeci Değerin Sürdürülebilir Tüketici Tutum ve Davranışlarına Etkisi

Yıl 2022, Cilt: 11 Sayı: 3, 1474 - 1492, 30.09.2022

Filiz Çayırağası

https://doi.org/10.15869/itobiad.1114902

Öz

Sürdürülemez tüketim kalıplarından artan bilincin doğrudan davranışa yansıdığı sürdürülebilir tüketim şekillerine giden süreçte değer, tutum, davranış arasındaki ilişkilerin derinleştirilmesi daha da kritik bir hal almaktadır. Bu araştırmanın amacı, tüketicilerin özgeci değer düzeylerinin, sürdürülebilir tüketici tutumuna ve sürdürülebilir tüketici davranışına etkisini incelemektir. Bu bağlamda kolayda yöntemi ile örnekleme yöntemi ile çevrimiçi anket aracılığı ile 520 katılımcıdan veri toplanılmıştır. Araştırmada kapsamında toplanan bu veriler, istatistiksel programlar aracılığıyla öncelikle normallik testine daha sonra da korelasyon, faktör ve regresyon analizine tabi tutulmuştur. Analiz bulgularına göre özgeci değer ile sürdürülebilir tüketici tutumu arasında yüksek düzeyde ve pozitif yönlü bir ilişki olduğu ve özgeci değer ile sürdürülebilir tüketici davranışı arasında orta düzeyde ve pozitif yönlü bir ilişkili olduğu bulgusuna ulaşılmıştır. Bunun yanında özgeci değer sürdürülebilir tüketici tutumunu ve sürdürülebilir tüketici davranışını pozitif olarak etkilediği ve bunun yanında özgeci değerin sürdürülebilir tüketici tutumunu ve sürdürülebilir tüketici davranışını arttırdığı sonucu da elde edilmiştir. Ayrıca analiz bulguları ışığında, tüketicilerin özgecil değer ile tutum arasındaki ilişki düzeyi yüksekken, özgecil değer ile sürdürülebilir davranış arasındaki ilişki düzeyinin orta düzeyde olduğu gözlemlenmiştir. Sonuçlarımız alan yazında addedilen “yeşil boşluğun” kapatılması adına değer, tutum, davranış şeklindeki üçlü yapı ve bağıntıları temelinde sürdürülebilir tüketici davranışları anlamak, engelleri öngörmek ve yorumlamak için kritik bir anlayış sunmaktadır.

Anahtar Kelimeler

Sürdürülebilirlik, Sürdürülebilir tüketici, Sürdürülebilir tutum, Sürdürülebilir davranış, Özgeci değer

Impact of Altruistic Value on Sustainable Consumer Attitudes and Behaviors

Öz

Deepening the relations among the value, attitude and behavior becomes even more critical in the process leading from unsustainable consumption patterns to sustainable consumption patterns where increased consciousness is directly reflected on behavior. The aim of this manuscript is to investigate the impact of consumers' altruistic value levels on sustainable consumer attitude and sustainable consumer behavior. In this context, data were obtained from 520 participants through an online survey with the convenience method and sampling method. The data obtained within the scope of the research were firstly subjected to normality test and then to correlation, factor and regression analysis through statistical programs. As per to the results of the analysis, it was found that there is a high level and positive relationship between altruistic value and sustainable consumer attitude, and there exist a moderate and positive relationship between altruistic value and sustainable consumer behavior. In addition, the result was obtained that altruistic value positively affects sustainable consumer attitude and sustainable consumer behavior, and that altruistic value increases sustainable consumer attitude and sustainable consumer behavior. In addition, in the line with the analysis findings, it was observed that the level of relationship between altruistic value and attitude of consumers was high, while the level of relationship between altruistic value and sustainable behavior was moderate. Our results provide a critical understanding for sustainable consumer behaviors, predicting and interpreting obstacles on the basis of the tripartite structure and relations of value, attitude, behavior in order to close the “green gap” considered in the literature.

Anahtar Kelimeler

Sustainability, Sustainable consumer, Sustainable attitude, Sustainable behavior, Altruistic value

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