Tüketicilerin düşük su ayak izli ürünlere karşı tutumlarını etkileyen faktörler

Öz

Amaç: Bu araştırmanın amacı, tüketicilerin düşük su ayak izli ürünlere yönelik tutumlarını etkilemesi beklenen bazı faktörleri incelemek ve böylece su ayak izi kavramına tüketici davranışı perspektifinden bir bakış açısı sağlamaktır. Tasarım/Metodoloji /Yaklaşım: Veriler, kolayda örnekleme yöntemi kullanılarak 383 tüketiciden toplanmıştır. Araştırmanın tanımsal istatistikleri için SPSS v24 paket programı, doğrulayıcı faktör analizi için ve araştırma hipotezlerini yapısal eşitlik modellemesi yoluyla test etmek için ise LISREL 11 paket programı kullanılmıştır. Bulgular: Tüketicilerin su ayak izi bilinci, su kaynaklarına yönelik kaygıları ve su sürdürülebilirliğine karşı tutumları, düşük su ayak izli ürünlere karşı tutumlarını olumlu yönde etkilerken, tüketicilerin su ayak izini azaltmaya yönelik alışkanlık eksiklikleri, düşük su ayak izli ürünlere karşı tutumlarını olumsuz yönde etkilemektedir. Ayrıca, bulgulara göre, tüketicilerin su ayak izi bilinci ve su kaynaklarına yönelik kaygıları yüksektir, su sürdürülebilirliğine ve düşük su ayak izli ürünlere karşı tutumları olumludur ve su ayak izini azaltmaya yönelik alışkanlık eksiklikleri yoktur. Özgünlük/Değer: Su ayak izi kavramının tüketici davranışı ve ürün yönetimi literatüründe karbon ayak izi ve ekolojik ayak izi kavramlarına göre yeterince incelenmemiş olması nedeniyle bu araştırmanın özgünlüğü, su ayak izi kavramına ilişkin ampirik araştırmaların kapsamını genişleterek sürdürülebilirlik, tüketici davranışı ve ürün yönetimi literatürüne önemli teorik ve pratik katkılar sağlamasından kaynaklanmaktadır.

Anahtar Kelimeler

• tüketici davranışı
• yeşil pazarlama
• sürdürülebilir tüketim
• su sürdürülebilirliği
• su ayak izi

Factors affecting consumers’ attitudes towards low water footprint products

Öz

Purpose: The purpose of this research is to explore some of the factors that are expected to influence consumers' attitudes towards low water footprint products and thereby provide insight into the concept of water footprint from a consumer behavior perspective. Design/Methodology/Approach: Data were collected from 383 consumers using the convenience sampling method. The SPSS v24 package program was used for the descriptive statistics of the research, and the LISREL 11 package program was used for confirmatory factor analysis and to test the research hypotheses via structural equation modeling. Findings: Consumers’ water footprint consciousness, concerns about water resources, and attitudes towards water sustainability positively affect their attitudes towards low water footprint products whereas consumers’ lack of habit to reduce their water footprints negatively affect their attitudes towards low water footprint products. Furthermore, according to the findings, consumers' water footprint consciousness and concerns about water resources are high, their attitudes towards water sustainability and low water footprint products are positive, and they do not have a lack of habit to reduce their water footprint. Originality/Value: Since the concept of water footprint has been insufficiently examined in the consumer behavior and product management literature compared to the concepts of carbon footprint and ecological footprint, the originality of this research stems from the fact that this research makes important theoretical and practical contributions to the sustainability, consumer behavior and product management literatures by expanding the scope of empirical research on the concept of water footprint.

Anahtar Kelimeler

• consumer behavior
• green marketing
• sustainable consumption
• water footprint
• water sustainability

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