Araştırma Makalesi
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Yeşil Tüketicilerin Dinamik Profili

Yıl 2023, Cilt: 16 Sayı: 2, 279 - 296, 31.05.2023

Öz

Tüketim tercihlerinin çevresel etkileri konusunda farkındalığın artmasıyla firmalar ürün portföylerine çevre dostu seçenekleri giderek daha fazla dahil etmektedir. Çevre dostu ürünlere talebi arttıracak pazarlama stratejileri geliştirmek için, firmaların yeşil tüketicilerin kim olduğunu ve yeşil tüketici profilinin zaman içinde nasıl değiştiğini iyi anlaması önemlidir. Bu çalışma, çevre dostu ürünlere yönelik tercihi belirleyen hanehalkı özelliklerini ve bu profilin zaman içindeki değişimini 2013 ve 2018 yıllarına ait gerçek hane düzeyinde satın alma verileri kullanarak incelemektedir. Sonuçlar, yüksek gelirli, genç ve eğitimli hanelerin yeşil ürünleri tercih etme olasılığının daha yüksek olduğunu vurgulamaktadır. Tercihlerde zaman içinde görülen değişim, genç tüketicilerin giderek daha fazla çevre dostu seçenekleri benimsemesiyle yeşil tüketimde yaş farkının genişlediğini ve 45 yaşın üzerindeki tüketicilerin yeşil ürün benimseme konusundaki isteksizliklerinin kırılamadığını göstermektedir.

Kaynakça

  • Akehurst, G., Afonso, C., & Gonçalves, H. M. (2012). Re‐examining green purchase behaviour and the green consumer profile: new evidences. Management decision.
  • Albayrak, T., Aksoy, Ş., & Caber, M. (2013). The effect of environmental concern and scepticism on green purchase behaviour. Marketing Intelligence & Planning.
  • Angrist, J. D., & Pischke, J. S. (2009). Mostly harmless econometrics: An empiricist’s companion. Princeton, NJ: Princeton University Press.
  • Chamorro, A., Rubio, S., & Miranda, F. J. (2009). Characteristics of research on green marketing. Business Strategy and the Environment, 18(4), 223-239.
  • Cheah, I., & Phau, I. (2011). Attitudes towards environmentally friendly products: The influence of ecoliteracy, interpersonal influence and value orientation. Marketing Intelligence & Planning.
  • Jansson, J., Marell, A., & Nordlund, A. (2010). Green consumer behavior: determinants of curtailment and eco‐innovation adoption. Journal of consumer marketing.
  • Jansson, J., Marell, A., & Nordlund, A. (2011). Exploring consumer adoption of a high involvement eco‐innovation using value‐belief‐norm theory. Journal of Consumer Behaviour, 10(1), 51-60.
  • Koenig-Lewis, N., Palmer, A., Dermody, J., & Urbye, A. (2014). Consumers' evaluations of ecological packaging–Rational and emotional approaches. Journal of environmental psychology, 37, 94-105.
  • Lai, K. H., Cheng, T. C. E., & Tang, A. K. (2010). Green retailing: factors for success. California Management Review, 52(2), 6-31.
  • Münzel, K., Piscicelli, L., Boon, W., & Frenken, K. (2019). Different business models— Different users? Uncovering the motives and characteristics of business-to-consumer and peer-to-peer carsharing adopters in The Netherlands. Transportation Research Part D: Transport and Environment, 73, 276– 306.
  • Ng, P. F., Butt, M. M., Khong, K. W., & Ong, F. S. (2014). Antecedents of green brand equity: an integrated approach. Journal of business ethics, 121(2), 203-215.
  • Sandra, N., & Alessandro, P. (2021). Consumers’ preferences, attitudes and willingness to pay for bio- textile in wood fibers. Journal of Retailing and Consumer Services, 58, 102304.
  • Shrum, L. J., McCarty, J. A., & Lowrey, T. M. (1995). Buyer characteristics of the green consumer and their implications for advertising strategy. Journal of advertising, 24(2), 71-82.
  • Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of consumer marketing.
  • Thøgersen, J., & Zhou, Y. (2012). Chinese consumers’ adoption of a ‘green’ innovation— The case of organic food. Journal of Marketing Management, 28(3– 4), 313–333.
  • White, K., Hardisty, D. J., & Habib, R. (2019). The elusive green consumer. Harvard Business Review, 11, 124-133.

A Dynamic Profile of Green Consumers

Yıl 2023, Cilt: 16 Sayı: 2, 279 - 296, 31.05.2023

Öz

Consumers are showing a growing awareness of the environmental impact of their consumption choices and in response to this trend firms are increasingly including environmentally friendly options in their product portfolios. To develop marketing strategies that increase demand for these products, it is important for firms to have a good understanding of who green customers are and how the green consumer profile is evolving. This study uses household-level purchase data from the years 2013 and 2018 to examine the household characteristics that predict the preference for environmentally friendly products and provide insight into how this profile is changing over time. The results highlight younger, more educated households in high income brackets to be more likely to prefer green products. In terms of dynamics, the findings suggest a widening of the age gap in green consumption, with younger consumers increasingly adopting eco-friendly options, while consumers above the age of 45 appear reluctant in green product adoption.

Kaynakça

  • Akehurst, G., Afonso, C., & Gonçalves, H. M. (2012). Re‐examining green purchase behaviour and the green consumer profile: new evidences. Management decision.
  • Albayrak, T., Aksoy, Ş., & Caber, M. (2013). The effect of environmental concern and scepticism on green purchase behaviour. Marketing Intelligence & Planning.
  • Angrist, J. D., & Pischke, J. S. (2009). Mostly harmless econometrics: An empiricist’s companion. Princeton, NJ: Princeton University Press.
  • Chamorro, A., Rubio, S., & Miranda, F. J. (2009). Characteristics of research on green marketing. Business Strategy and the Environment, 18(4), 223-239.
  • Cheah, I., & Phau, I. (2011). Attitudes towards environmentally friendly products: The influence of ecoliteracy, interpersonal influence and value orientation. Marketing Intelligence & Planning.
  • Jansson, J., Marell, A., & Nordlund, A. (2010). Green consumer behavior: determinants of curtailment and eco‐innovation adoption. Journal of consumer marketing.
  • Jansson, J., Marell, A., & Nordlund, A. (2011). Exploring consumer adoption of a high involvement eco‐innovation using value‐belief‐norm theory. Journal of Consumer Behaviour, 10(1), 51-60.
  • Koenig-Lewis, N., Palmer, A., Dermody, J., & Urbye, A. (2014). Consumers' evaluations of ecological packaging–Rational and emotional approaches. Journal of environmental psychology, 37, 94-105.
  • Lai, K. H., Cheng, T. C. E., & Tang, A. K. (2010). Green retailing: factors for success. California Management Review, 52(2), 6-31.
  • Münzel, K., Piscicelli, L., Boon, W., & Frenken, K. (2019). Different business models— Different users? Uncovering the motives and characteristics of business-to-consumer and peer-to-peer carsharing adopters in The Netherlands. Transportation Research Part D: Transport and Environment, 73, 276– 306.
  • Ng, P. F., Butt, M. M., Khong, K. W., & Ong, F. S. (2014). Antecedents of green brand equity: an integrated approach. Journal of business ethics, 121(2), 203-215.
  • Sandra, N., & Alessandro, P. (2021). Consumers’ preferences, attitudes and willingness to pay for bio- textile in wood fibers. Journal of Retailing and Consumer Services, 58, 102304.
  • Shrum, L. J., McCarty, J. A., & Lowrey, T. M. (1995). Buyer characteristics of the green consumer and their implications for advertising strategy. Journal of advertising, 24(2), 71-82.
  • Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of consumer marketing.
  • Thøgersen, J., & Zhou, Y. (2012). Chinese consumers’ adoption of a ‘green’ innovation— The case of organic food. Journal of Marketing Management, 28(3– 4), 313–333.
  • White, K., Hardisty, D. J., & Habib, R. (2019). The elusive green consumer. Harvard Business Review, 11, 124-133.
Toplam 16 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Ali Umut Güler 0000-0003-0093-7568

Yayımlanma Tarihi 31 Mayıs 2023
Gönderilme Tarihi 24 Ağustos 2022
Yayımlandığı Sayı Yıl 2023 Cilt: 16 Sayı: 2

Kaynak Göster

APA Güler, A. U. (2023). A Dynamic Profile of Green Consumers. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 16(2), 279-296.