Türkiye’de Adil Ticaretin Benimsenmesinin Modellemesi: Davranışsal Mikroekonomik Bir Yaklaşım

Öz

Bu çalışma, Fair Trade (Adil Ticaret) uygulamalarının benimsenmesini açıklamak amacıyla firma ve tüketici kararlarını politika ve kurumsal etkenlerle ilişkilendiren davranışsal bir mikroekonomik model geliştirmektedir. Model, Türkiye gibi gelişmekte olan ekonomilerde Fair Trade piyasalarının neden yeterince gelişmediğini açıklayabilmek için fayda teorisini genişleterek ahlaki fayda, kurumsal güven ve bilgi asimetrisi unsurlarını içermektedir. Üretici tarafında Fair Trade’e katılım, sertifikasyon maliyetleri, beklenen fiyat primi ve itibar kazancı arasındaki dengeye dayalı risk ayarlı bir karar süreci olarak tanımlanmıştır. Tüketici tarafında ise etik sertifikalı ürünlere yönelik ödeme istekliliği, gelir düzeyi, sertifikasyonun güvenilirliği algısı ve ahlaki tatminin önemiyle ilişkilendirilmiştir. Model, düşük güven ve yüksek sertifikasyon maliyetlerinin piyasada davranışsal bir koordinasyon eksikliğine yol açtığını, buna karşılık güvenilir kurumlar ve uygun teşviklerin daha yüksek katılımlı bir dengeyi mümkün kıldığını göstermektedir. Sonuçlara göre, sertifikasyon maliyetlerinin azaltılması ve kurumsal güvenin güçlendirilmesinin hem üretici katılımını hem de tüketici talebini artırmaktadır. Türkiye bağlamında, ulusal akreditasyon kurumlarının kurulması, farkındalık kampanyalarının yürütülmesi ve sertifikasyon süreçlerine mali destek sağlanması gibi politikaların Fair Trade’in yayılımını hızlandırabileceği öngörülmektedir. Çalışma, sürdürülebilirlik konusunda davranışsal iktisat literatürüne katkı sağlayarak, kurumsal yapı ve ahlaki tercihlerin piyasa oluşumu üzerindeki etkilerini açıklamakta ve etik ticaret sistemlerinin güçlendirilmesine yönelik politika önerileri sunmaktadır.

Anahtar Kelimeler

• Adil Ticaret
• Mikroekonomik Modelleme
• Davranışsal İktisat
• Fayda Maksimizasyonu
• Güven
• Tüketici ve Üretici Davranışı
• Sürdürülebilirlik
• Türkiye

Modeling Fair Trade Adoption in Türkiye: A Behavioral Microeconomic Perspective

Abstract

This study develops a behavioral microeconomic model of Fair Trade adoption that integrates firm- and consumer-level decision mechanisms with policy and institutional dynamics. The framework extends utility theory by incorporating moral utility, institutional trust, and information asymmetry to explain why Fair Trade markets remain underdeveloped in emerging economies such as Türkiye. On the producer side, adoption is modeled as a risk-adjusted optimization problem in which firms balance certification costs, expected price premiums, and reputational gains. On the consumer side, willingness to pay for ethically certified goods depends on income constraints, perceived credibility of certification, and the salience of moral satisfaction. The model identifies multiple equilibria, showing that low trust and high certification costs trap the market in a coordination failure. In contrast, credible institutions and targeted incentives can shift the system toward a high-participation equilibrium. Results show that reductions in certification costs and increases in institutional credibility jointly enhance both consumer demand and producer participation. Applied to the Turkish context, the results indicate that policy interventions—such as the establishment of domestic accreditation agencies, awareness campaigns, and fiscal support for certification—can generate strong network effects that accelerate the diffusion of Fair Trade. The paper contributes to behavioral economics in the topic of sustainability by linking institutional design and moral preferences to market formation, providing policy guidance for developing inclusive and credible ethical trade systems.

Keywords

• Fair Trade
• Microeconomic Modeling
• Behavioral Economics
• Utility Maximization
• Trust
• Consumer and Producer Behavior
• Sustainability
• Türkiye

Kaynakça

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