Türkiye’de Sosyal Sorumlu Tüketim Davranışının Çok Boyutlu İncelenmesi: Demografik, Ekonomik Faktörler ve Ahlaki Kimlik

Öz

Bu çalışma, modern ekonomik gelişmenin ve artan tüketimin yol açtığı çevresel ve sosyal sorunlar karşısında önemi giderek artan sosyal sorumlu tüketim davranışının (SSTD) çok boyutlu yapısını incelemektedir. Araştırmanın kuramsal temelini; tüketici davranışlarını şekillendiren demografik, ekonomik ve psikolojik faktörler oluştururken; özellikle ahlaki kimlik kavramının SSTD üzerindeki etkisi araştırmanın özgün yönünü teşkil etmektedir. Çalışmanın amaç; Türkiye’deki yetişkin tüketiciler örnekleminde demografik (cinsiyet, yaş, eğitim), ekonomik (gelir düzeyi, çalışma durumu, sektör) ve psikolojik (ahlaki kimlik) değişkenlerin SSTD üzerindeki etkilerini bütüncül bir modelle incelemektir. Nicel araştırma yöntemine dayanan çalışmada, kolayda örnekleme yoluyla elde edilen 413 bireyden çevrimiçi anket yoluyla veri toplanmış, veriler hiyerarşik regresyon analizi ile analiz edilmiştir. Bulgular, demografik değişkenlerin açıklayıcı gücünün sınırlı olduğunu, ekonomik değişkenlerin modele önemli katkı sağladığını ve özellikle ahlaki kimliğin duygu boyutunun SSTD üzerinde anlamlı pozitif bir etkide bulunduğunu göstermiştir. Ancak düşünce ve davranış boyutlarında gözlenen negatif etkiler dikkat çekici bir bulgu olarak değerlendirilmiş ve tartışma bölümünde ayrıntılı olarak ele alınmıştır. Sonuç olarak, SSTD'nin çok boyutlu yapısının anlaşılmasında ahlaki kimlik gibi psikolojik faktörlerin önemli rol oynadığı, ancak bu ilişkinin daha derinlemesine ve bağlamsal araştırmalarla desteklenmesi gerektiği vurgulanmıştır.

Anahtar Kelimeler

• Ahlaki Kimlik
• Demografik Faktörler
• Ekonomik Faktörler
• Sosyal Sorumlu Tüketim
• Tüketici Davranışı

A Multidimensional Analysis of Socially Responsible Consumption Behaviour in Türkiye: Demographic and Economic Factors and the Role of Moral Identity

Öz

This study explores the multidimensional nature of socially responsible consumption behaviour (SRCB), which has gained increasing importance in response to the environmental and social problems caused by modern economic development and rising consumption. Grounded in the theoretical framework of demographic, economic, and psychological influences on consumer behaviour, the study particularly highlights the role of moral identity as a unique psychological determinant. The aim is to investigate how demographic (gender, age, education), economic (income level, employment status, sector), and psychological (moral identity) factors affect SRCB within a comprehensive model, using a sample of adult consumers in Türkiye. Employing a quantitative research design, data were collected from 413 participants through an online survey using convenience sampling. The data were analysed using hierarchical regression analysis. Findings reveal that demographic variables have limited explanatory power, economic variables significantly contribute to the model, and the emotional dimension of moral identity has a positive effect on SRCB. However, the negative effects observed for the cognitive and behavioral dimensions represent a noteworthy finding, which is discussed in detail in the discussion section. The study concludes that psychological variables such as moral identity play a critical role in understanding SRCB, but this relationship requires further contextual and in-depth investigation.

Anahtar Kelimeler

• Socially Responsible Consumption
• Moral Identity
• Consumer Behaviour
• Demographic Factors
• Economic Factors

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