Tüketicilerin Su Tasarruflu Ürün Satın Alma Niyetlerinin ve Su Tüketim Davranışlarının Öncüllerinin İncelenmesi

Öz

Yaşamın her alanında hayati bir role sahip olan su iklim değişikliğinin, bilinçsiz, sorumlu olmayan üretim ve tüketim davranışlarının etkisiyle endişe verici ve önemli bir konu haline gelmiştir. Bu durum ise suyun korunmasına yönelik davranışların, algıların ve su tasarruflu ürünlerin satın alınmasına etki eden faktörlerin araştırılmasına dair ihtiyacı doğurmuştur. Bu ihtiyacı gidermek adına mevcut araştırma, tüketicilerin su tüketim davranışlarını ve su tasarruflu ürün satın alma niyetlerini su kıtlığı algıları, su tasarrufu ile ilgili kişisel normları, su ile ilgili çevresel endişeleri ve daha yüksek fiyat ödeme istekleri açısından incelemiştir. Kolayda örnekleme yöntemiyle, Türkiye’de internet kullanan 18 yaş ve üzerindeki 406 tüketiciden çevrimiçi anket ile veriler toplanmıştır. Araştırma sonucunda, su tüketim davranışlarında su kıtlığı algısının ve su tasarrufu ile ilgili kişisel normun olumlu etkisi tespit edilmiştir. Tüketicilerin su kıtlık algıları ve su tasarrufu ile ilgili ahlaki yükümlülüğünü yansıtan kişisel normları arttıkça suya yönelik çevresel endişeleri artmakta, çevresel endişelerin artışı da tüketicilerin su tasarruflu ürünlere yönelik satın alma niyetlerini artırmaktadır. Tüketicilerin su kıtlığı algıları, su tasarrufu ile ilgili kişisel normları ve sorumlu su tüketim davranışları artıkça su tasarruflu ürünlere yönelik daha yüksek fiyat ödeme istekleri artmakta, daha yüksek fiyat ödeme isteği de satın alma niyetlerini arttırmaktadır.

Anahtar Kelimeler

• Çevresel Endişe
• Su Kıtlığı Algısı
• Su Tasarrufu
• Su Tüketim Davranışı
• Yüksek Fiyat Ödeme İsteği

Investigation of Antecedents of Consumers' Water-Saving Product Purchase Intentions and Water Consumption Behaviors'

Öz

Water, which plays a vital role in every aspect of life, has become a concerning and important issue due to the impact of climate change and unconscious, irresponsible production and consumption behaviors. This has led to the need to investigate water conservation behaviors, perceptions, and the factors influencing the purchase of water-saving products. To address this need, the current study examined consumers' water consumption behaviors and water-saving product purchase intentions in terms of their perceptions of water scarcity, personal norms regarding water saving, environmental concerns about water, and willingness to pay a higher price. Data was collected through an online survey from 406 internet-using consumers aged 18 and over in Türkiye using a convenience sampling method. As a result of the research, the positive effect of water scarcity perception and personal norm regarding water saving on water consumption behaviors was determined. As consumers’ perceptions of water scarcity and personal norms reflecting their moral obligation to saving water increase, their environmental concerns about water increase, and increased environmental concerns increase consumers’ purchase intentions for water-saving products. As consumers' perceptions of water scarcity, personal norms regarding water saving, and responsible water consumption behaviors increase, their willingness to pay higher prices for water-saving products increases, and their willingness to pay higher prices increases their purchase intentions.

Anahtar Kelimeler

• Environmental Concern
• Water Scarcity Perception
• Water Saving
• Water Consumption Behavior
• Willingness To Pay High Prices

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