The effect of consumers' sustainability and halal-focused value orientations on sustainable consumption

Öz

Aim: Due to the environmental crises threatening natural balance and the future of humanity, new approaches are observed in consumption preferences. Consumers who are sensitive to environmental issues consider future generations and nature in their purchasing decisions. They strive to reduce the overconsumption of resources. The antecedents of this environmental approach, which is called sustainable consumption, consist of variables such as environmental awareness, social awareness, food safety, and fair-trade principles. This study examines whether halal principles, among the increasing Muslim population's fundamental values, are an antecedent of sustainable consumption. Method: A descriptive research design was conducted to gather the data required to test the hypotheses of the research model. Required data was collected from the members of the Facebook group, which consists of members who share their consumption experiences within the framework of halal principles, through an online survey. Findings: The findings of this study indicate that halal values affect the tendency to consume sustainably, like other consumptionrelated sustainable values. Within the framework of sustainable understanding for Muslim consumers, halal-oriented values are found to be an influential variable in the consumption process. Results: It is possible that considering halal values while developing marketing strategies to promote sustainable consumption in countries with a large Muslim population will positively affect consumer attitudes.

Anahtar Kelimeler

• Sustainable Consumption
• Halal Principle
• Consumption Values

Tüketicilerin sürdürülebilirlik ve helal odaklı değer yönelimlerinin sürdürülebilir tüketime etkisi

Öz

Amaç: Doğal dengeyi ve insanlığın geleceğini tehdit eden çevresel krizler nedeniyle tüketim tercihlerinde yeni yaklaşımlar gözlenmektedir. Çevresel konulara duyarlı tüketiciler, satın alma kararlarında gelecek nesilleri ve doğayı göz önünde bulundurmaktadırlar. Bu tüketiciler, kaynakların aşırı tüketimini azaltmaya çalışırlar. Sürdürülebilir tüketim olarak adlandırılan çevre yaklaşımının öncüllerini ise çevre bilinci, toplumsal farkındalık, gıda güvenliği, adil ticaret ilkeleri gibi değişkenler oluşturmaktadır. Bu çalışma, artan Müslüman nüfusun temel değerleri arasında yer alan helal ilkelerinin sürdürülebilir tüketimin öncülü olup olmadığını incelemektedir. Yöntem: Araştırma modelinin hipotezlerini test etmek için gerekli verileri toplamak üzere tanımlayıcı bir araştırma tasarımı yürütülmüştür. Helal ilkeler çerçevesinde tüketim deneyimlerini paylaşan üyelerden oluşan Facebook grubunun üyelerinden gerekli veriler online anket yoluyla toplanmıştır. Bulgular: Bu çalışmanın bulguları, tüketime bağlı diğer sürdürülebilir değerler gibi helal değerlerin de sürdürülebilir tüketim eğilimini etkilediğini göstermektedir. Müslüman tüketicilere yönelik sürdürülebilirlik anlayışı çerçevesinde helal odaklı değerlerin tüketim sürecinde etkili bir değişken olduğu tespit edilmiştir. Sonuç: Müslüman nüfusun yoğun olduğu ülkelerde sürdürülebilir tüketimin teşvik edilmesine yönelik pazarlama stratejileri geliştirilirken helal değerlerin dikkate alınmasının tüketici tutumlarını olumlu yönde etkilemesi mümkündür.

Anahtar Kelimeler

• Sürdürülebilir Tüketim
• Helal ilkeleri
• Tüketim Değerleri

Kaynakça

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