Eko-Rekreasyonist Bireylerde Çevresel Kaygı ve Çevreci Tüketim Davranışları: Doğa Sporcularına Yönelik Demografik Segmentasyon Uygulaması

Öz

Bu çalışma, doğa sporlarıyla ilgilenen bireylerin çevresel kaygı düzeyleri ile çevreye duyarlı tüketici davranışlarını demografik segmentasyon çerçevesinde incelemeyi amaçlamıştır. Araştırmanın örneklemini, Türkiye'nin çeşitli illerinden ve farklı doğa sporlarıyla uğraşan 221 profesyonel ve ciddi boş zaman seviyesinde doğa sporcuları oluşturmaktadır. Veriler, Yeni Çevresel Paradigma (NEP) ve Çevre Bilinçli Tüketici Davranışı (ECCB) ölçekleri kullanılarak çevrimiçi anket yöntemiyle toplanmıştır. Verilerin analizinde SPSS yazılımı kullanılmış; bağımsız örneklem t-testi, ANOVA, korelasyon, çoklu regresyon ve iki aşamalı kümeleme analizlerini içeren istatistiksel yöntemler uygulanmıştır. Bulgular, doğa sporlarına katılımın çevresel kaygıyı ve çevreye duyarlı tüketim eğilimlerini desteklediğini göstermektedir. Çoklu regresyon analizine göre, çevresel kaygı ve yaş değişkenleri çevre bilinçli tüketici davranışını anlamlı şekilde yordarken; gelir ve eğitim gibi demografik faktörlerin sınırlı etkisi olduğu görülmüştür. İki aşamalı kümeleme analizi, 30 yaş üstü, daha yüksek gelir ve eğitime sahip bireylerin çevre dostu tüketime daha istekli olduğunu ortaya çıkarmıştır. Sonuçlar, doğa sporlarının çevresel tutumları şekillendirmede önemli bir rol oynadığını, ancak tutum ve davranış arasındaki “yeşil boşluk” olgusunun sürdüğünü göstermektedir.

Anahtar Kelimeler

• Çevresel farkındalık
• Çevre bilinçli davranış
• Sürdürülebilirlik
• Eko-rekreasyon
• Doğa sporları

Environmental Concern and Consumption Behaviours among Eco-Recreationists: A Demographic Segmentation Application for Outdoor Sports Participants

Öz

This study aims to examine the levels of environmental concern and environmentally conscious consumer behaviour among individuals engaged in outdoor sports, within the framework of a demographic segmentation approach. The sample of the research consists of 221 professional and serious leisure-level outdoor sports participants from various regions in Turkey involved in different types of outdoor sports. Data were collected through an online survey using the New Environmental Paradigm (NEP) and Environmentally Conscious Consumer Behavior (ECCB) scales. Statistical analyses, including independent samples t-test, ANOVA, correlation, multiple regression, and two-step cluster analysis, were conducted using SPSS software. The findings indicate that participation in outdoor sports supports both environmental concern and environmentally conscious consumption tendencies. According to multiple regression analysis, environmental concern and age significantly predict environmentally conscious consumer behaviour, whereas demographic factors such as income and education have limited effects. Two-step cluster analysis revealed that individuals over the age of 30 with higher income and education levels are more willing to engage in environmentally friendly consumption. The results demonstrate that outdoor sports play a significant role in shaping environmental attitudes; however, the phenomenon of the “green gap” between attitudes and behaviours persists.

Anahtar Kelimeler

• Environmental awareness
• Environmentally responsible behaviour
• Sustainability
• Eco-recreation
• Nature sports

Kaynakça

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