DOĞAL VE ORGANİK KOZMETİK ÜRÜNLERDE TÜKETİCİ ALGISI: TOPLUMSAL CİNSİYET VE MEDYA ETKİSİ BAĞLAMINDA NİTEL BİR İNCELEME

Öz

Bu çalışma, tüketicilerin doğal ve organik kozmetik ürünlerine yönelik algılarını ve tercih nedenlerini incelemektedir. Nitel, fenomenolojik bir yaklaşımla 30 katılımcıyla yarı yapılandırılmış derinlemesine görüşmeler gerçekleştirildi ve veriler tematik analizle çözümlendi. Araştırma, tüketicilerin tercihlerinde sağlık ve çevresel duyarlılık, güven algısı, pazarlama stratejileri, toplumsal cinsiyet rolleri, medyanın etkisi ile fiyatlandırma ve erişim sorunlarının belirleyici olduğunu göstermektedir. Katılımcılar, kimyasal içeriklerin cilt ve genel sağlık üzerinde olası zararları nedeniyle doğal ürünleri tercih ettiklerini; ayrıca hayvan deneylerine karşı olma ve çevresel sürdürülebilirlik kaygılarının bu yönelimi güçlendirdiğini ifade etmiştir. Buna karşın yanıltıcı etiketleme, sertifikasyon eksiklikleri ve abartılı pazarlama söylemleri tüketicilerin güvenini zedelemektedir. Pazarlama uygulamalarının ağırlıklı olarak kadın hedeflemesi, kadınlarda gerçekdışı güzellik beklentileri ve baskılar yaratırken erkekleri dışlamakta; bu da cinsiyetçi temsillerin tüketim davranışlarına yansımasına yol açmaktadır. Sosyal medya başta olmak üzere medyanın yönlendirici rolü katılımcılar tarafından eleştirilmiş, yüksek fiyatlar ve sınırlı erişim ise doğal ürünlerin yaygınlaşmasını engelleyen önemli bariyerler olarak tanımlanmıştır. Bulgular doğrultusunda tüketici eğitimi, denetlenebilir sertifikasyon sistemleri, cinsiyet eşitliğini gözeten pazarlama, kapsayıcı medya söylemleri ve erişilebilir fiyat politikaları önerilmektedir. Ayrıca, devlet, sivil toplum ve sektör aktörlerinin işbirliğiyle şeffaf iletişim, tüketici eğitim programları, uygun fiyatlandırma tedbirleri ve etkin denetim mekanizmalarının hayata geçirilmesi gerektiği vurgulanmış ve böylece sürdürülebilir tüketim alışkanlıklarının desteklenmesi gerektiği belirtilmiştir.

Anahtar Kelimeler

• Doğal ve Organik Kozmetik
• Tüketici Algısı
• Medya Etkisi
• Fiyatlandırma ve Erişim
• Çevresel Duyarlılık
• Pazarlamada Toplumsal Cinsiyet Rolleri
• Sağlık İletişimi

CONSUMER PERCEPTIONS OF NATURAL AND ORGANIC COSMETICS: A QUALITATIVE STUDY IN THE CONTEXT OF GENDER AND MEDIA INFLUENCE

Öz

This study explores consumers’ perceptions of natural and organic cosmetic products and the reasons underlying their preferences. Employing a qualitative, phenomenological approach, semi-structured in-depth interviews were conducted with 30 participants, and the data were analyzed through thematic analysis. The findings reveal six main factors shaping consumer behavior: health and environmental awareness, trust, marketing strategies, gender roles, media influence, and issues of pricing and accessibility. Participants emphasized that concerns about the potential harms of chemical ingredients on skin and long-term health risks motivated them to choose natural products, while environmental consciousness and opposition to animal testing further reinforced these preferences. Nonetheless, misleading labeling, insufficient certification systems, and exaggerated advertising claims weakened trust in such products. Marketing strategies heavily targeting women were found to create unrealistic beauty standards and pressures, while simultaneously excluding male consumers, thus reflecting gendered representations within the cosmetics sector. Media, particularly social media, was also critically evaluated for its directive role in shaping consumer attitudes. High prices and limited accessibility emerged as significant barriers to the wider adoption of natural products. In light of these findings, the study recommends enhancing consumer education, developing reliable certification systems, promoting gender-sensitive marketing strategies, adopting more inclusive media discourses, and implementing affordable pricing policies to encourage sustainable consumption practices.

Anahtar Kelimeler

• Environmental Awareness
• Natural and Organic Cosmetics
• Consumer Perceptions
• Gender Roles in Marketing
• Health Communication
• Media Influence
• Pricing and Accessibility

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