Kolayda Mallarda Markaların Sürdürülebilirlik Politikalarının Tüketici Tercihleri Üzerindeki Etkisi

Yıl 2022, , 110 - 124, 30.06.2022

Öykü Yıldız , Sevda Deneçli , Ceyda Deneçli

https://doi.org/10.48066/kusob.1124294

Öz

Dünya kaynaklarının hızlı bir biçimde yok olma tehlikesiyle karşı karşıya kaldığı günümüzde bireylerin tüketim alışkanlıklarını ve şirketlerin üretim politikalarını yeniden gözden geçirerek yeni yaklaşımlar geliştirmeleri zorunlu bir duruma dönüşmüştür. Günümüzde hiçbir dönemde olmadığı kadar tüketebilme olanağına kavuşan bireylerin ve şirketlerin yarattığı çevresel kirliliğin önüne geçilebilmesi amacıyla öne çıkan sürdürülebilirlik kavramı birçok şirket tarafından da dünya genelinde benimsenmiştir. Çevre politikaları konusunda bilinçlenen ve gelecek kuşaklara yaşanabilir bir dünya bırakmak isteyen tüketicilerin sürdürülebilirlik konusundaki olumlu yaklaşımları da markaların uygulamalarını etkilemektedir. Bu bağlamda çalışmada genel olarak sürdürülebilirlik kavramı ele alınarak bireyler için yaşamsal bir ihtiyaç olan su ve çok sayıda bireyin tüketim alışkanlıkları içinde önemli bir yeri olan kahve/çay markalarının bu konudaki yaklaşımları gerçekleştirilen anket ile ortaya konulmaya çalışılmıştır. Çalışmada kolayda mallar kategorisi içerisinde yer alan su, kahve/çay markalarının uyguladıkları sürdürülebilirlik politikalarının tüketici tercihleriyle olan ilişkisi sürdürülebilirlik sürecinin çevresel, ekonomik ve sosyal boyutları üzerinden yapılan anketle incelenmiştir.

Anahtar Kelimeler

Sürdürülebilirlik, Marka, Tüketim, Kolayda Mallar

The Effect of Brands' Sustainability Approaches on Consumer Preferences in Convenience Goods

Öz

Today, when the world's resources are in danger of disappearing rapidly, it has become a necessity for individuals to reconsider their consumption habits and companies to develop new approaches by reconsidering their production policies. The concept of sustainability, which stands out in order to prevent environmental pollution created by individuals and companies, who have the opportunity to consume more than ever before, has been adopted by many companies around the world. The positive approaches of consumers who are aware of environmental policies and want to leave a livable world to future generations also affect the practices of brands. In this context, in this study, the concept of sustainability in general was discussed, and the approaches of water, which is the basic need for individuals, and the approaches of tea and coffee brands, which have an important place in the consumption habits of many individuals, were tried to be revealed with a survey. In the study, the relationship between the sustainability policies implemented by water, tea and coffee brands, which are in the category of convenience goods, with consumer preferences was examined through a survey conducted on the environmental, economic and social dimensions of the sustainability process.

Anahtar Kelimeler

Sustainability, Brand, Consumption, Convenience Goods

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