Sosyal Sorumlu Tüketim, Yavaş Moda Yönelimi Ve Algılanan Müşteri Değeri Üzerine Bir Araştırma

Öz

Yavaş moda; yüksek kaliteli üretimi mümkün hale getiren, daha yüksek ve dayanıklı kalitede olması nedeniyle insanların daha az satın almalarına yardımcı olan, satın alımdan atmaya kadar süreçte uzun ömürlü olmasını mümkün kılan giyim ile ilgili kavramsal bir yaklaşımdır. Hızlı modanın olumsuz sonuçlarına karşı modada sürdürülebilirliğin çevresel ve sosyal yönlerini çözebilecek bir alternatif olarak ortaya çıkan yavaş moda fikri yerel kültürden veya yerel kaynaklardan yararlanarak, tasarımcılar, üreticiler ve tüketiciler arasındaki işbirliğini kolaylaştırarak daha az aracılığı, daha şeffaf üretim sistemlerini benimsemektedir. Yerel kalkınmayı sağlamakla birlikte ülkeler arasında uzun mesafeli taşıma gerektiren küresel üretime kıyasla karbon ayak izini önemli ölçüde azaltarak çevresel sürdürülebilirliği artırmaktadır. Bu çalışmanın amacı sosyal sorumlu tüketimin yavaş moda yönelimine, bu yönelimin de algılanan müşteri değeri ve sonuçlarına etkisini araştırmaktır. Araştırmanın verileri kolayda örnekleme yöntemi kullanılarak web tabanlı anket yöntemi ile toplanmıştır. Verilerin analizinde SPSS istatistik programı ve SmartPLS yapısal eşitlik modellemesi kullanılmıştır. Elde edilen bulgulara göre sosyal sorumlu tüketim yavaş moda yönelimini etkilemektedir. Yavaş moda yönelimi yavaş modaya yönelik algılanan müşteri değeri üzerinde etkilidir. Algılanan müşteri değeri de yavaş modaya yönelik ağızdan ağıza iletişim ve yavaş moda ürünlerine yönelik fazla fiyat ödeme isteği üzerinde etkilidir. Araştırmanın sonuçları gelecek nesillere daha temiz bir dünya bırakmak için sürdürülebilirlik gündemi ile ilgilenen tüm paydaşlara bir değer sunmaktadır.

Anahtar Kelimeler

• Yavaş Moda
• Yavaş Moda Yönelimi
• Algılanan Müşteri Değeri
• Ağızdan Ağıza Iletişim
• Fazla Fiyat Ödeme İsteği

A Study on Socially Responsible Consumption, Slow Fashion Orientation and Perceived Customer Value

Abstract

Slow fashion is a conceptual approach to clothing that enables high-quality production, helps people buy less due to higher and more durable quality, and enables long-lasting wear from purchase to disposal. The idea of slow fashion, which emerged as an alternative to the negative consequences of fast fashion that can solve the environmental and social aspects of sustainability in fashion, adopts less intermediary and more transparent production systems by taking advantage of local culture or local resources, facilitating cooperation between designers, manufacturers, and consumers. While providing local development, it increases environmental sustainability by significantly reducing the carbon footprint compared to global production that requires long-distance transportation between countries. The aim of this study is to investigate the impact of socially responsible consumption on slow fashion orientation and the impact of this orientation on perceived customer value and outcomes. The data of the research were collected with a web-based survey method using the convenience sampling method. The SPSS statistical program and SmartPLS structural equation modeling were used in the analysis of the data. According to the findings, socially responsible consumption affects consumer orientation to slow fashion. The consumer orientation to slow fashion has an effect on the perceived customer value towards slow fashion. Perceived customer value also has an impact on Word-of-mouth communication towards slow fashion and willingness to pay more for slow fashion products. The results of the research provide value to all stakeholders interested in the sustainability agenda to leave a cleaner world for future generations

Keywords

• Slow Fashion
• Consumer Orientation To Slow Fashion
• Perceived Customer Value
• Word Of Mouth
• Willingness To Pay More

Kaynakça

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