Evaluation of Ethics Element in Purchasing Sustainable Clothing: A Research On Social Network Users

Öz

The aim of this study is to investigate the attitudes and buying intentions of individuals towards sustainable clothing. The consumers’ ethic traits and the impact of the social netwoks they follow have been examined in their attitudes towards sustainable clothing and intention to purchase. At the same time the regulatory effect of materialism, clothing involvementand guilt feelings in this relationship have been to be determined. Accor-ding to the research results; among the ethical traits altruism and ethics obligation, positively affect the attitude towrds sustainable clothing. Social networks that consumers follow are impact on both attitude and purchasing intention. In addition, it has been determined that the tendency materialism, interest in clothing and guilt have a regulatory effect between the attitude towards sustainable clothing and the intention to purchase sustainable clothing.

Anahtar Kelimeler

• Sustainable Consumption
• Sustainable Consumption in Clothing and Textile Sector
• Ethics
• Ethics Traits
• Social Networking Sites

Sürdürülebilir Giysi Satın Almada Etik Unsurların Değerlendirilmesi: Sosyal Ağ Kullanıcıları Üzerine Bir Araştırma

Öz

Bu çalışmada, tüketicilerin sürdürülebilir giysiye yönelik tutum ve satın alma niyetleri araştırılmıştır. Sürdürülebilir giysiye yönelik tutum ve satın alma niyetinde, tüketicilerin etik özellikleri ve takip ettikleri sosyal ağların etkisi incelenmiştir. Aynı zamanda materyalizm, giysiye yönelik ilgilenimin ve suçluluk duygusunun bu ilişkide moderatör (düzenleyici) etkisi tespit edilmeye çalışılmıştır. Araştırma sonuçlarına göre; etik özelliklerden altruizm ve etik yükümlüklük sürdürülebilir giysiye yönelik tutumu olum-lu etkilemektedir. Tüketicilerin takip ettikleri sosyal ağlar ise hem tutum hem de satın alma niyeti üzerinde etkilidir. Ayrıca materyalizm eğiliminin, giysiye ilgilenimin ve suçluluk duygusunun sürdürülebilir giysiye yönelik tutum ile sürdürülebilir giysi satın alma niyeti arasında düzenleyici etkiye sahip olduğu tespit edilmiştir

Anahtar Kelimeler

• Sürdürülebilir Tüketim
• Giyim ve Tekstil Sektöründe Sürdürülebilir Tüketim
• Etik
• Etik Özellikler
• Sosyal Ağ Siteleri

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