Pazarlama ve Yeni Materyalizm

Öz

Aşırı tüketimin sebep olduğu kirliliği azaltmanın ve doğal kaynakları korumanın önemli olduğu günümüzde materyalizmin, malların sahipliğinden ziyade geçici mülkiyete ve mallardan yararlanmanın giderek daha önemli hale gelen deneyim odaklı olmaya doğru evrilen yeni bir yorumu ortaya çıkmıştır (Alonso-Almeida vd., 2020; Scott vd., 2014). Yeni bir anlayışa duyulan ihtiyacın nedeni, modern dönemde sürdürülemeyecek duruma gelen üretim ve tüketim sistemleri ile maddi dünyayı anlama ve ilişki kurma olgusuna dayanmaktadır. Bu çalışma, bu sorunlardan hareketle, geleneksel anlayıştan bir kopuşu temsil eden yeni materyalizmi ve yeni materyalist tüketici profilini kavramsallaştırarak pazarlama bilimi için özellikle makropazarlama paylaşım ekonomileri ve tüketici davranışları kapsamında teorik temeller önermektedir.

Anahtar Kelimeler

• Yeni materyalizm
• makropazarlama
• paylaşım ekonomisi
• tüketici davranışları
• sosyal pazarlama

Marketing and New Materialism

Öz

Today, when it is essential to reduce pollution caused by overconsumption and to conserve natural resources, a new interpretation of materialism has emerged, evolving towards temporary ownership rather than ownership of goods and an increasingly important experience-oriented way of enjoying goods (Alonso-Almeida et al., 2020; Scott et al., 2014). The need for a new understanding is based on the phenomenon of understanding and relating to the material world through systems of production and consumption that have become unsustainable in the modern era. Based on these problems, this study conceptualizes new materialism and the new materialist consumer profile, representing a break from traditional understanding. It proposes theoretical foundations for marketing science, especially in macromarketing, sharing economies and consumer behavior.

Anahtar Kelimeler

• New materialism
• macromarketing
• sharing economy
• consumer behavior
• social marketing

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