Yeşil Tüketim Tutumlarında Ülkelerin Ekonomik Gelişmişlik Düzeyinin Rolü: Yeşil Oteller Üzerinde Bir Uygulama

Yıl 2020, Sayı: 62, 167 - 183, 25.12.2020

Murat Yetkin Özlem Güzel

https://doi.org/10.26650/JECS2019-0095

Öz

Teknolojik gelişmelerin ve tüketicilerin demografik yapılarında meydana gelen değişikliklerin etkisi ile sorgulayan, araştıran ve eleştiren tüketiciler ortaya çıkmıştır. Bu tüketiciler, yaşadıkları evrenin ve toplumun sorumluluklarını ön planda tutarken, satın aldıkları ürün ve hizmetlerin doğal çevre ve toplum üzerindeki etkilerini dikkate almaya başlamışlardır. Yeşil tüketicilerin demografik özelliklerinin detaylı şekilde araştırılması yeşil satın alma davranışının anlaşılması açısından önemlidir. Bu bağlamda bu araştırmanın temel amacı turistlerin yeşil otel yeşil tüketim tutumlarında, vatandaşı oldukları ülkelerinin ekonomik gelişmişlik düzeyinin fark yaratan bir unsur olup olmadığını belirlemektir. Bu amaç doğrultusunda araştırmada Alanya destinasyonunda bulunan yeşil yıldızlı otellerde konaklayan turistler üzerinde anket yöntemi ile alan araştırması yapılmıştır. Araştırmada ülkelerin ekonomik gelişmişlik düzeyi temel ayrım noktası olarak ele alınmıştır. Hipotez testi için ki-kare ve bağımsız örneklemler t-testi kullanılmıştır. Bulgular, turistlerin ülkelerinin ekonomik gelişmişlik düzeyiyle yeşil tüketim tutumları arasında istatistiksel olarak anlamlı bir fark olduğunu göstermektedir. Gelişmiş ülkelerden gelen katılımcıların yeşil tüketim tutumlarının daha yüksek olduğu ortaya çıkmıştır. Ayrıca, tüm örneklem ele alındığında kadın turistlerin, erkek turistlere göre daha yeşil tüketim tutumuna sahip oldukları ortaya çıkmıştır.

Anahtar Kelimeler

Sürdürülebilir turizm, yeşil felsefe, yeşil tüketici, yeşil tüketim, yeşil otel

The Role of Countries Economic Development Level on Green Consumption Attitudes: A Study on Green Hotels

Öz

With the effect of technological developments and transformations on the demographic structure of consumers, a new issue has arisen, namely that of new consumers who are more aware of the environment. These consumers have begun to take into account the effects of certain products and services on the natural environment and society and they give priority to social responsibility in the world and society. A detailed investigation of the demographic characteristics of green consumers is important for a better understanding of green buying behavior. The aim of this research is to determine whether a given country’s economic development level is a factor that makes a difference to the awareness of the attitudes of green consumption. A survey was conducted on tourists staying in green star hotels in Alanya. The level of economic development of countries was used as the main point of separation. The findings showed that there is a statistically significant difference between the economic development level of countries and green consumption attitudes. Our study showed that participants from developed countries have a higher green consumption attitude. In addition, it revealed that female tourists have a greener consumption attitude than male tourists.

Anahtar Kelimeler

Sustainable tourism, green philosophy, green consumer, green consumption, green hotel

Kaynakça

• Barber, N. A. (2014). Profiling the potential green hotel guest: Who are they and what do they want?. Journal of Hospitality & Tourism Research, 38(3), 361–387.
• Barr, S., Shaw, G., Coles, T., & Prillwitz, J. (2010). A holiday is a holiday: Practicing sustainability, home and away. Journal of Transport Geography, 18(3), 474–481.
• Beery, T. H., & Wolf-Watz, D. (2014). Nature to place: Rethinking the environmental connectedness perspective. Journal of Environmental Psychology, 40, 198–205.
• Biswas, A., & Roy, M. (2015). Green products: An exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87, 463–468.
• Bohdanowicz, P. (2005). European hoteliers’ environmental attitudes: Greening the business. Cornell Hotel and Restaurant Administration Quarterly, 46(2), 188–204.
• Borin, N., Lindsey-Mullikin, J., & Krishnan, R. (2013). An analysis of consumer reactions to green strategies. Journal of Product & Brand Management, 22(2), 118–128.
• Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic and Political Studies, 5(1), 5–21.
• Budeanu, A. (2007). Sustainable tourist behavior–a discussion of opportunities for change. International Journal of Consumer Studies, 31(5), 499–508.
• Carvalho, B. L. D., Salgueiro, M. D. F., & Rita, P. (2016). Accessibility and trust: The two dimensions of consumers’ perception on sustainable purchase intention. International Journal of Sustainable Development & World Ecology, 23(2), 203–209.
• Chan, E. S. (2013). Managing green marketing: Hong Kong hotel managers’ perspective. International Journal of Hospitality Management, 34, 442–461. Chan, E. S. W. (2014). Green marketing: Hotel customers’ perspective. Journal of Travel & Tourism Marketing, 31(8), 915–936.
• Claver-Cortés, E., Molina-Azorín, J. F., Pereira-Moliner, J., & López-Gamero, M. D. (2007). Environmental strategies and their impact on hotel performance. Journal of Sustainable Tourism, 15(6), 663–679.
• Cleveland, M., Kalamas, M., & Laroche, M. (2005). Shades of green: Linking environmental locus of control and pro-environmental behaviors. Journal of Consumer Marketing, 22(4), 198–212.
• D’Souza, C., Taghian, M., Lamb, P., & Peretiatkos, R. (2006). Green products and corporate strategy: an empirical investigation. Society and Business Review, 1(2), 144–157.
• Dagher, G. K., & Itani, O. (2014). Factors influencing green purchasing behavior: Empirical evidence from the Lebanese consumers. Journal of Consumer Behaviour, 13(3), 188–195.
• Diamantopoulos, A., Schlegelmilch, B. B., Sinkovics, R. R., & Bohlen, G. M. (2003). Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research, 56(6), 465–480.
• Do Paço, A. M. F., & Raposo, M. L. B. (2008). Determining the characteristics to profile the green consumer: an exploratory approach. International Review on Public and Nonprofit Marketing, 5(2), 129–140.
• Do Paço, A. M. F., Raposo, M. L. B., & Leal Filho, W. (2009). Identifying the green consumer: A segmentation study. Journal of Targeting, Measurement and Analysis for Marketing, 17(1), 17–25.
• Dortyol, T. I., Varinli, I., & Kitapci, O. (2014). How do international tourists perceive hotel quality? An exploratory study of service quality in Antalya tourism region. International Journal of Contemporary Hospitality Management, 26(3), 470–495.
• Eirini, T., & Antonia, D. (2014). Do beliefs affect customers’ intentions to choose green hotels?. International Journal on Strategic Innovative Marketing, 1, 51–60.
• Fraj, E., & Martinez, E. (2007). Ecological consumer behavior: An empirical analysis. International Journal of Consumer Studies, 31(1): 26–33.
• Garg, M. C. (2016). The Impact of Green Marketing on Consumer Satisfaction and Environmental Safety. IRJMST, 7(2): 77–79.
• Gilg, A., Barr, S. & Ford, N. (2005). Green consumption or sustainable lifestyles? Identifying the sustainable consumer. Futures, 37(6), 481–504.
• Gleim, M. R., Smith, J. S., Andrews, D., & Cronin Jr, J. J. (2013). Against the green: a multi-method examination of the barriers to green consumption. Journal of Retailing, 89(1), 44–61.
• Han, H., Hsu, L. T. J. & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325–334.
• Haws, K., Winterich, K. P., & Reczek, R. W. (2013). Seeing the world through green-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336–354.
• Hedlund, T. (2011). The impact of values, environmental concern, and willingness to accept economic sacrifices to protect the environment on tourists’ intentions to buy ecologically sustainable tourism alternatives. Tourism and Hospitality Research, 11(4), 278–288.
• IMF (2016). World Economic Outlook (WEO), Retrieved from https://www.imf.org/external/pubs/ft/weo/2016/01/ (Accessed: 11/07/2017).
• Johnstone, M. L., & Tan, L. P. (2015). Exploring the gap between consumers’ green rhetoric and purchasing behavior. Journal of Business Ethics, 132(2), 311–328.
• Kim, Y., & Han, H. (2010). Intention to pay conventional-hotel prices at a green hotel–a modification of the theory of planned behavior. Journal of Sustainable Tourism, 18(8), 997–1014.
• Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503–520.
• Lee, J. S., Hsu, L. T., Han, H., & Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel’s green image can influence behavioral intentions. Journal of Sustainable Tourism, 18(7), 901–914.
• Lück, M. (2003). The new environmental paradigm: Is the scale of Dunlap and Van Liere applicable in a tourism context?. Tourism Geographies, 5(2), 228–240.
• Manaktola, K., & Jauhari, V. (2007). Exploring consumer attitude and behavior towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management, 19(5), 364–377.
• Mehmetoglu, M. (2010). Accurately identifying and comparing sustainable tourists, nature-based tourists, and ecotourists on the basis of their environmental concerns. International Journal of Hospitality & Tourism Administration, 11(2), 171–199.
• Milfont, T. L., & Duckitt, J. (2010). The environmental attitudes inventory: A valid and reliable measure to assess the structure of environmental attitudes. Journal of Environmental Psychology, 30(1), 80–94.
• Millar, M., & Baloglu, S. (2011). Hotel guests’ preferences for green guest room attributes. Cornell Hospitality Quarterly, 52(3), 302–311.
• Moser, A. K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of Consumer Marketing, 32(3), 167–175. Nielsen Global Media (2011). Nielsen Sustainability Report, Retrieved from https://www.nielsen.com/content/dam/ corporate/us/en/reports-downloads/2011-Reports/nielsen-sustainability-report.pdf (Accessed: 01.04.2017).
• Özsoy, C. (2012). Kalkınma ekonomisinin anlam ve içeriği, Günsoy, B., & Özsoy C., (Edt) İktisadi kalkınma, Eskişehir: Anadolu Üniversitesi Yayınları, 2668, 2–26.
• Peattie, K. (2010). Green consumption: Behavior and norms. Annual Review of Environment and Resources, 35, 195–228.
• Peattie, K., & Charter, M. (2003). Green marketing. The Marketing Book, 5, 726–755.
• Pereira, E. M., Mykletun, Reidar, J., & Hippolyte, C. (2012). Sustainability, daily practices and vacation purchasing: are they related?. Tourism Review, 67(4), 40–54.
• Royne, M. B., Levy, M., & Martinez, J. (2011). The public health implications of consumers’ environmental concern and their willingness to pay for an eco‐friendly product. Journal of Consumer Affairs, 45(2), 329–343.
• Saphores, J. D. M., Nixon, H., Ogunseitan, O. A., & Shapiro, A. A. (2007). California households’ willingness to pay for green electronics. Journal of Environmental Planning and Management, 50(1), 113–133.
• Seyfang, G., (2004). Consuming values and contested cultures: A critical analysis of the UK strategy for sustainable consumption and production. Review of Social Economy, 62(3), 323–338. Sharpley, R. (2006). Ecotourism: A consumption perspective. Journal of Ecotourism, 5(1-2), 7–22.
• Tanner, C., & Wölfing Kast, S. (2003). Promoting sustainable consumption: Determinants of green purchases by Swiss consumers. Psychology & Marketing, 20(10), 883—902.
• Tay, M. Y., Rahman, A. A., Aziz, Y. A., & Sidek, S. (2015). A review on drivers and barriers towards sustainable supply chain practices. International Journal of Social Science and Humanity, 5(10), 892.
• Testa, F., Iraldo, F., Vaccari, A., & Ferrari, E. (2015). Why eco-labels can be effective marketing tools: Evidence from a study on Italian consumers. Business Strategy and the Environment, 24(4), 252–265.
• Thøgersen, J., Haugaard, P., & Olesen, A. (2010). Consumer responses to ecolabels. European Journal of Marketing, 44(11/12), 1787–1810.
• Vazifehdoust, H., Taleghani, M., Esmaeilpour, F. & Nazari, K. (2013). Purchasing green to become greener: Factors influence consumers’ green purchasing behaviour. Management Science Letters, 3(9), 2489–2500.
• Wei, C. F., Chiang, C. T., Kou, T. C., & Lee, B. C. (2017). Toward sustainable livelihoods: Investigating the drivers of purchase behavior for green products. Business Strategy and the Environment, 26(5), 626–639.
• Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: Green consumer behavior when purchasing products. Sustainable Development, 18(1), 20–31.