Behavioral Change in Sustainable Consumption: The Relationship between Collaborative Consumption Consciousness and Consumer Loyalty

Öz

The fundamental prerequisite for achieving radical changes in sustainable consumption patterns is shaping and fostering consumer awareness of sustainable consumption. Collaborative consumption is emerging as a cultural and economic force that is transforming the world, both in business and among consumers. This paper explores the relationship between collaborative consumption and sustainability transitions, as well as the cognitive, emotional, and behavioral engagement dynamics of consumers in contemporary modernity. In the study, 514 consumer data were collected online via a survey using Google Forms using a convenience sampling method. The data were evaluated using correlation and regression analysis. The analysis revealed moderate positive and significant relationships between collaborative consumption and the sub-dimensions of consumer engagement. Based on the results of this study, collaborative consumption awareness can increase consumer engagement at both cognitive, emotional and behavioral levels. This result suggests that new consumption models based on sharing and collaboration can deepen consumers' bonds with brands and consumption activities.

Anahtar Kelimeler

• Collaborative Consumption
• Consumer Engagement
• Sustainable Consumption

Sürdürülebilir Tüketimde Davranışsal Değişiklik: İşbirlikçi Tüketim Bilinci ile Tüketici Bağlılığı İlişkisi

Öz

Sürdürülebilir tüketim kalıplarına yönelik radikal değişiklikler elde etmenin temel ön koşulu, bu amaca yönelik tüketici bilincinin sürdürülebilir tüketim ekseninde şekillenmesi ve kabul edilmesidir. İşbirlikçi tüketim, iş dünyasında ve tüketiciler arasında dünyayı dönüştüren kültürel ve ekonomik bir güç olarak yükselmektedir. Bu makale, işbirlikçi tüketimin sürdürülebilirlik geçişleri ve çağdaş modernitedeki tüketicilerin bilişsel, duygusal, davranışsal bağlılık dinamikleriyle nasıl ilişkili olduğunu araştırmayı amaçlamaktadır. Araştırmada, kolayda örnekleme yöntemiyle 514 tüketici verisi, google form aracılığıyla online olarak anket yoluyla toplanmıştır. Korelasyon ve regresyon analizi ile veriler değerlendirilmiştir. İncelemeler sonucunda işbirlikçi tüketim bilinci ile tüketici bağlılığının alt boyutları arasında pozitif ve anlamlı ilişkiler olduğu saptanmıştır. Bu çalışmadan elde edilen sonuca dayanarak işbirlikçi tüketim bilincinin, hem bilişsel, hem duygusal, hem de davranışsal düzeyde tüketici bağlılığını artırabildiği görülmüştür. Bu sonuç paylaşım ve işbirliğine dayalı yeni tüketim modellerinin, tüketicilerin markalarla ve tüketim faaliyetleriyle kurdukları bağı derinleştirebildiğini göstermektedir.

Anahtar Kelimeler

• Tüketici Davranışı
• Sürdürülebilirlik
• İşbirlikçi Tüketim
• Tüketici Bağlılığı
• Sürdürülebilir Tüketim

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