Dindarlık Düzeyinin Sürdürülebilir Giyim Satın Alma Davranışına Etkisi: Moda Bağlılığı ve Çevre Yanlısı Tutumun Aracılık Rolü

Yıl 2021, Cilt: 6 Sayı: 2, 81 - 99, 30.12.2021

Sinan Çavuşoğlu , Bülent Demirağ

Öz

Çalışma, sürdürülebilir giyim satın alma davranışının bir bireyin dindarlık özellikleri ile karakterize edilip edilmediğini keşfetmeyi amaçlamaktadır. Çalışmada ayrıca moda bağlılığı ve çevre yanlısı tutumların bu ilişkiye nasıl aracılık ettiği belirlenmeye çalışılmıştır. Araştırmanın evrenini Türkiye’de yaşayan ve giyim üzerine alışveriş yapan tüketiciler oluşturmaktadır. Araştırmanın amacı kapsamında 394 katılımcıdan anket formu ile kolayda örneklem metodu kullanılarak veri toplanmıştır. Önerilen yapısal modeli test etmek için kısmi en küçük karelere dayalı yapısal eşitlik modeli Smart PLS 3.3.2 (PLS-SEM) kullanılmıştır. Elde edilen sonuçlara göre içsel ve dışsal dindarlık moda bağlılığını, çevre yanlısı tutumu ve sürdürülebilir giyim satın alma davranışını olumlu yönde etkilemektedir. Moda bağlılığının ve çevre yanlısı tutumun benzer şekilde sürdürülebilir giyim satın alma davranışını olumlu yönde etkilediği tespit edilmiştir. Ayrıca moda bağlılığının; dışsal dindarlık ile sürdürülebilir giyim satın alma davranışına ve çevre yanlısı tutumun; içsel/dışsal dindarlık ile sürdürülebilir giyim satın alma davranışı üzerinde aracılık rolü tespit edilmiştir.

Anahtar Kelimeler

Moda Bağlılığı, Çevre Yanlısı Tutum, Dindarlık, Sürdürülebilir Giyim Satın Alma Davranışı

The Effect of Religiosity Level on Sustainable Fashion Purchasing Behavior: The Mediating Role of Fashion Commitment and Environmental Attitude

Öz

The study aims to discover whether sustainable fashion purchasing behaviors characterized by the religiousness traits of an individual. The study also attempted to determine how fashion involvement and pro-environmental attitudes mediate this relationship. The research population consist of consumers who live in Turkey and shopping on clothing. Within the scope of the purpose of the study, data were collected from 394 participants by using the convenience sampling method with a questionnaire. To test the proposed structural model, the structural equation model Smart PLS 3.3.2 (PLS-SEM) based on partial least squares was used. According to the results, internal and external religiosity positively affects fashion involvement, pro-environmental attitude and sustainable fashion purchasing behavior. It has been determined that fashion involvement and pro-environmental attitude have similarly positive effects on sustainable fashion purchasing behavior. In addition, fashion involvement, external religiosity and sustainable fashion purchasing behavior and pro-environmental attitude; a mediating role on intrinsic / extrinsic religiosity and sustainable fashion purchasing behavior has been identified.

Anahtar Kelimeler

Fashion Involvement, Pro-Environmental Attitude, Sustainable Fashion Purchasing Behavior, Religiosity

Kaynakça

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