Tüketici Çevre Dostu Tutumun Yeşil Satın Alma ve Algılanan Etkinlik Bağlamında İncelenmesi

Öz

Yeşil satın alma, toplumun çevre üzerindeki etkisini azaltan sürdürülebilir tüketimin önemli bir parçasıdır. Çalışma, tüketicilerin ürünlerin hangi sürdürülebilirlik özelliklerine öncelik verdiğini ve tüketicilerin ödeme istekliliğini nasıl yönlendirdiğini analiz etmeyi amaçlamaktadır. Anket yöntemi ile 396 kişilik veri setine ulaşılmıştır. Veriler t testi ve ANOVA aracılığıyla analiz edilmiştir. Analiz sonucunda, algılanan tüketici etkinliğinin tüketicilerin gelirlerine göre anlamlı bir farklılık gösterdiği elde edilmiştir. Tüketim davranışı firmaların iş yapma biçimlerinin şekillendirilmesinde önemli rol oynamaktadır bu yüzden tüketiciler sürdürülebilir kalkınmanın kritik sağlayıcıları olarak kabul edilmektedir. Buna göre tüketicilere yönelik pek çok ürün sürdürülebilirlik göstergesi geliştirilmiştir, ancak tüketicilerin yeşil satın almada hangi göstergeye daha fazla değer verdikleri araştırmanın ana çıkış noktasını oluşturmaktadır.

Anahtar Kelimeler

• çevresel kaygı
• algılanan tüketici etkinliği
• yeşil satın alma

Investigation of Consumer Environmentally Friendly Attitude in the Context of Green Purchasing and Perceived Effectiveness

Öz

Green purchasing is an important part of sustainable consumption that reduces the impact of society on the environment. The study aims to analyze which sustainability features consumers prioritize for products and how they direct consumers' willingness to pay. A dataset of 396 people was reached through the survey method. The data was analyzed through t-test and ANOVA. As a result of the analysis, it was found that perceived consumer efficiency showed a significant difference according to consumers' income. Consumption behavior plays an important role in shaping the way companies do business, so consumers are considered critical providers of sustainable development. Accordingly, many product sustainability indicators have been developed for consumers, but the main starting point of the research is which indicator consumers value more in green purchasing.

Anahtar Kelimeler

• environmental concern
• perceived consumer effectiveness
• green purchasing

Kaynakça

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