Sürdürülebilir Tüketim, Anti Tüketim Akımları ve IKEA Buy Back Friday Hareketi

Yıl 2022, Sayı: 39, 240 - 260, 29.04.2022

Zeynep Genel

https://doi.org/10.17829/turcom.1020881

Öz

Anti-tüketim akımları dijital iletişimin yaygınlaşmasıyla ivme kazanmış, uluslararası otoriteler, devlet yönetimleri ve anti-tüketici akımlarının etkisiyle popülerleşmeye başlamıştır. Bu akımlar aynı zamanda markalara hedeflerine ulaşabilecek iletişim stratejileri yaratmak için ilham kaynağı olabilmektedir. Buradan yola çıkarak bu çalışma, sürdürülebilir üretim ve tüketim başlığı altındaki topluluk katılımı için pazarlama ve iletişim misyonunu ikincil kaynaklardan ele alarak, Ikea Buy Back Friday aktivizmini Sarkar ve Kotler tarafından geliştirilen marka aktivizmi aşamaları üzerinden gözlemlemektedir. Çalışmanın en önemli bulgusu, tüketici eğilimlerinden ilham alan markalardan biri olan IKEA’nın Buy Back Friday kampanyası ile hedef kitlelerinde sürdürülebilir tüketime dayalı yaşam tarzı hakkında hem farkındalık hem de harekete geçirici bir etki yaratmayı başardığıdır. Bulgulara göre, IKEA, markasını Kara Cuma’ya karşı direnç göstererek konumlandırırken, hedef kitlelerini gezegenimiz için satın almaya teşvik etmiştir. Kampanya sürecinde tamir edilerek yeniden satışa sunulan 47.000 parça mobilya Buy Back Friday inisiyatifinin tüketicileri, sürdürülebilir tüketim konusunda düşündürdüğünü ve harekete geçirdiğini göstermektedir.

Anahtar Kelimeler

Sürdürülebilir Tüketim, Marka Aktivizmi, Anti Tüketim Akımları, Topluluk Katılımı, Buy Back Friday

Sustainable Consumption, Anti-Consumerism Trends and Ikea Buy Back Friday Movement

Öz

Anti-consumerism movements have gained momentum with the spread of digital communication and have become popular with the influence of both international authorities, state governments, and communities. These trends can also inspire brands to create communication strategies that can achieve their sustainable consumption goals. Based on this, the paper adresses the marketing and communication mission for community engagement under the title of sustainable production and consumption goal through searching secondary resources and observing by grounding the IKEA Buy Back Friday movement on Sarkar and Kotler’s Brand Activism phases. The most vital insight of the study is that consumer trends inspire IKEA, to create both an awareness and a stimulating effect on the sustainable consumption-based lifestyle in its target audiences with its Buy Back Friday campaign. According to findings, IKEA applied regressive brand position by confesting Black Friday and call its target audiences for buy for our planet. Thereforei the brand has appelled its audiences attention to excessive consumption and made them rethink about a sustainable tomorrow. By 47.000 repaired and resaled furniture pieces, it is seen that Buy Back Friday initiative also triggered consumers to act for sustainable consumption during the initative period.The paper aims to contribute to the field by providing a different perspective on the field of brand activism.

Anahtar Kelimeler

Sustainable Consumption, Brand Activism, Anti-Consumerism, Community Engagement, Marketing Communications

Kaynakça

• Adidas Ultraboost 19 product campaign has been reboosted right from the start. (2019, 17 Nisan), Campaigns of the World. 01.11.2021 tarihinde campaignsoftheworld.com/digital/adidas-ultraboost-19 adresinden edinilmiştir. Asna, A. (1997). Dünden bugüne bir sanat-meslek öyküsü. İstanbul: Sabah Kitapları Asna, A. (2006). Kuramda ve uygulamada halkla ilişkiler, iletişim, çevre ilişkiler, bilişim, kitlesel ilişkiler, tanıtım. İstanbul:Pozitif Yayıncılık.
• Başçı, E. (2016). A critical look at marketing, consumption, and society by anti-consumerists: A qualitative and interdisciplinary model of anti-consumerism, International Journal of Marketing Studies, 8(5), 15-31. Balance starts at home, IKEA Life at Home. (2021). 30.11.2021 tarihinde lifeathome.ikea.com/reports/2021-balance-starts-at-home/#home adresinden edinilmiştir.
• Bıçakçı, A.B. (2012). Sürdürülebilirlik yönetiminde halkla ilişkilerin rolü. Sosyal ve Beşeri Bilimler Dergisi, 4(1), 47-56.
• Bıçakçı, A.B. ve Genel, Z. (2017). A theoretical approach for sustainable communication in city branding:Multilateral symmetrical communication Mehdi Khosov (ed) , Advertising and Branding: Concepts, Methodologies, Tools and Applications içinde (s. 65-90). Pensilvanya: IGI Global Birleşmiş Milletler. (2020). The future we want. 26.10.2021 tarihinde https://www.un.org/disabilities/documents/ rio20_outcome_document_complete.pdf adresinden edinilmiştir.
• Birleşmiş Milletler. (t.y). Goal 12: Ensure sustainable consumption and production patterns. 01.11.2021 tarihinde https://www.un.org/sustainabledevelopment/sustainable-consumption-production/ adresinden edinilmiştir.
• Birleşmiş Milletler ve Dünya Ekonomik Kalkınma ve İş Birliği Örgütü (2016). Ensure sustainable consumption and production patterns. 08.11.2021 tarihinde https://sdgcompass.org/wp-content/uploads/2016/04/ Goal_12.pdf adresinden edinilmiştir.
• Birleşmiş Milletler (2019, 19 Temmuz). Increased community-based management seen as critical to build climate action and achieve the Sustainable Development Goals. 01.11.2021 tarihinde https://www.un.org/ sustainabledevelopment/blog/2019/07/increased-community-based-engagement-seen-as-critical-to- build-climate-action-and-achieve-the-sustainable-development-goals/ adresinden edinilmiştir.
• Boerner, H. (2019, 3 Aralık). The world economic forum on corporate citizenship topics with focus on the fourth industrial evolution. Governance Accountability Institute, 26.11.2021 tarihinde ga-institute.com adresinden edinilmiştir.
• Boyon, N. (2019, 23 Eylül). Awareness of United Nations sustainable development goals is highest in emerging countries. Ipsos Sustainable Development Research of United Nations. 30.10.2021 tarihinde https://www. ipsos.com/en/awareness-united-nations-sustainable-development-goals-highest-emerging-countries adresinden edinilmiştir.
• BusinessTimes.com. (2020, 15 Ekim). IKEA to buy back used furniture to stop excessive consumption. 05.11.2021 tarihinde hhtp://businesstimes.com.sg/consumer/ikea-to-buy-back-used-furniture-to-stop- excessive-consumption adresinden edinilmiştir.
• Buy Back Friday gives thousands of pieces of furniture a new life. (2020, 15 Aralık). 30.10.2021 tarihinde ingka. com/news/buyback-Friday-gives-thousands-of-pieces of furniture-a-new-life adresinden edinilmiştir.
• Castells, M. (2000). Urban sustainability in the information age. City Analysis of Urban Trends, Culture, Theory, Policy, Action 4(1), 118-122.
• Chazidakis, A. & Lee, M.S.V. (2012). Anti-consumption as the study of reasons against. Journal of Macro Marketing, 3(3), 190-203
• Chatzidakis, A., Maclaran, P. &Varman, R. (2021). The regeneration of consumer movement solidarity. Journal of Consumer Research, 48(2021), 289-308.
• Cooke, S. (2021, 1 Eylül). IKEA fans are mostly keen on the new Buy Back and resale program. Civic Science. 03.11.2021 tarihinde https://civicscience.com/ikea-fans-are-mostly-keen-on-the-new-buyback-and- resale-program/.
• Kotler, P. (2020, 1 Eylül). Consumer boycotts: An essential method of peaceful protest. Marketing Journal. 30.10. 2021 tarihinde https://www.marketingjournal.org/consumer-boycotts-an-essential-method-of- peaceful-protest-philip-kotler/ adresinden edinilmiştir.
• Deloitte (2021, Mayıs). Küresel Covid-19 salgınının Türkiye’de farklı kategorilere etkileri. 04.02.2022 tarihinde https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/consulting/kuresel-covid-19- salgininin-turkiyede-farkli-kategorilere-etkileri-sayi-2.pdf adresinden edinilmiştir.
• Demaria, F., Scheider, F., Sekulova, F. & Alier, M.J. (2013). What is degrowth? From an activist slogan to social movement. Environmental Values, 22(2013), 191-215.
• Doğan, O., Bulut, Z. & Çimrin, F. (2015). Bireylerin sürdürülebilir tüketim davranışlarının ölçülmesine yönelik bir ölçek geliştirme çalışması. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 29(4), 659-678.
• Edelman PR (t.y.). IKEA Buy Back. 01.11.2021 tarihinde https://www.edelman.com/work/ikea-buy-back adresinden edinilmiştir.
• El Bawab, N. (2020, 30 Ağustos). IKEA pilot U.S. furniture buyback and resale program as it eyes a nationwide launch. MSN. 05.11.2021 tarihinde https://www.msn.com/en-us/money/companies/ikea-pilots-u-s- furniture-buyback-and-resale-program-as-it-eyes-a-nationwide-launch/ar-AANTGL3 adresinden edinilmiştir.
• Emilio, J., Gracia, M.P., Liu, X., Wang, D. & Zhang T.C. (2012). Case synopsis IKEA. 03.11.2021 tarihinde http:// www.sfu.ca/~sheppard/478/syn/1123/SynopsisF.pdf adresinden edinilmiştir.
• Englund, A. & Hanson, A. (2012). Closing the loop: Adapting a circular business model for IKEA Taiwan, [Master Tezi], Department of Technology, Management and Economics, Chalmers University of Technology, İsveç.
• Ervin, H. (2021, 2 Kasım). At IKEA, Black Friday is Green Friday all month long. 01.11.2021 tarihinde https:// www.msn.com/en-us/foodanddrink/foodnews/at-ikea-black-friday-is-green-friday-all-month-long/ ar-AAQctXJ adresinden edinilmiştir.
• Friedman, M. (1991). Consumer boycotts: A conceptual framework and research agenda. Journal of Social Issues, 47(1), 149-168.
• Friedman, M. (1999). Consumer boycotts: Effecting change through the marketplace and the media. Londra: Routledge.
• Grunig, J.E. (2014). Replacing images, reputations and other figments of the mind with substantive relationship Toni M. Falconi, James, E. Grunig, Emillio G. Zugaro & Joao Duarte (ed.) Global Stakeholder Relationship Governance içinde (s.56-82). New York: Palgrave Macmillan.
• Hickel, J. (2021). Less is more, how degrowth will save the world. Londra: Penguen Yayınları.
• Hollenbeck, C.R. & Zinkhan, M. R. (2006). Consumer activism on the Internet: The role of anti-brand communities Connies Pechmann & Linda Price (ed) Advances Consumer Research içinde (s. 479-485),Duluth: Association of Consumer Research
• Holt, D. B. (1997). Post-structuralist lifestyle analysis: Social patterning of consumption in pots-modernity. Journal of Consumer Research, 23(4), 326-350.
• Hower, M. (2013, 12 Ağustos). %50 of global consumers willing to pay more socially responsible products. Sustainable Brands. 01.10.2021 tarihinde https://sustainablebrands.com/read/behavior-change/50-of- global-consumers-willing-to-pay-more-for-socially-responsible-products adresinden erişilmiştir. IKEA launches #Buy Back Friday. (2020, 14 Ekim). 01.11.2021 tarihinde https://www.edelman.co.uk/insights/ikea-launches-buybackfriday adresinden edinilmiştir.
• IKEA launches sustainability initiatives with Green Day and resell program. (2021). 01.11.2021 tarihinde https://www.wthr.com/article/money/business/ikea-launches-sustainability-initiatives- with-green-friday-and-resell-program-furniture-environment/531-2c8e088c-1398-4c6f-a05c- f78e6a87b444 adresinden edinilmiştir.
• IKEA Korea to launch “Buy back Friday” promotion to inspire more sustainable living, (2020, 23 Kasım). 03.11.2021 tarihinde https://www.ikea.com/kr/en/this-is-ikea/newsroom/ikea-korea-to-launch- buyback-friday-promotion-to-inspire-more-sustainable-living-pub3c48f1e0 adresinden edinilmiştir. IKEA. (2021). Sustainable living hubs. 05.11.2021 tarihinde ikea.com/gb/events/stores adresinden edinilmiştir. Ingka Group. (2021). Climate action research 2021. 30.10.2021 tarihinde ingka.com/wp-content/ uploads/2021/10/25_10_21_Ikea-Globescan-Summary adresinden edinilmiştir.
• IKEA increase action to enable people to live a more sustainable life at home. (2021, 2 Kasım). 06.11.2021 tarihinde https://www.ingka.com/news/ikea-increase-action-to-enable-people-to-live-a-more-sustainable-life-at-home/ adresinden edinilmiştir.
• Jenkins, H., Lazaro, P.G. & Shresthova, S. (2021). Civic engagement. New York: New York University Press Keyder, Ç. (2013). Türkiye demokrasisinin ekonomi politiği Irvın Schink ve E. Ahmet Tonak (ed). içinde Geçiş Süreci Türkiye içinde (s.61-114), İstanbul: Belge Yayınları
• Klein, J.G., Smith, C. & John, A. (2004). Why we boycott: consumer motivation for boycott participation. Journal of Marketing, 2(2004/2), 92-109.
• Klein, N. (2000). No logo. Londra: Flamingo Yayınları
• Knight, G. (2011). Activism, branding, and the promotional public sphere. Melisa Aronczyk ve Devon Powers (ed). Blowing up the Brand: Critical Perspectives on Promotional Culture içinde (s.174-185). New York: Peter Lang Publishing.
• Kotler, P. & Zaltman, G. (1971). Social marketing: an approach to planned social change. Journal of Marketing, 35(3), 3-12.
• Kotler, P., Hessekiel, D. & Lee, N. (2012). Good works: Marketing and corporate initiatives that build a better world and the bottom line. New Jersey: Willey & Sons.
• Kotler, P., Dingena, M. & Pfoertsch, W. (2016). Transformational sales: Making a difference with strategic consumers. Springer Yayıncılık.
• Kotler, P. (2020, 7 Temmuz). The consumer in the age of coronavirus. Marketing Journal. 28.10.2021 tarihinde https://www.marketingjournal.org/the-consumer-in-the-age-of-coronavirus-philip-kotler/ adresinden edinilmiştir.
• Kotler, P. (2020). The consumer in the age of Coronavirus, Journal of Creating Value, 6(1), 12-15.
• Kotler, P., Kartajaya, H. & Setiawan, I. (2021). Marketing 5.0. New Jersey: Wiley & Sons Kottasova, I. (2018, 7 Haziran). IKEA bans all single use plastic from its stores and restaurants. CNN Money. 26.10.2021 tarihinde https://money.cnn.com/2018/06/07/news/ikea-bans-single-use-plastic/index. html edinilmiştir.
• Kozinetz, R.V. & Handelman, J. M. (1980). Ensouling consumption, a netnographic exploration of the meaning of boycotting behaviour. Advances in Consumer Research, 25(1998), 475-480.
• Kozinetz, R.V. & Handelman, J. M. (2004). Adversaries of consumption: Consumer movements, activism and ideology. Journal of Consumer Research,31(3), 691-704.
• Mancha, J.S. (2019). Brand activism. Communication & Society,32(4), 2386-7886.
• Manfredi-Sanchez, J., L. (2019). Brand activism. Communication & Society, 32(4), 343-359.
• McKinsey. (2020, Mayıs). Revenue growth management in the Covid-19 crisis: Marketing and sales practices. 01.10.2021 tarihinde https://www.mckinsey.com/~/media/ adresinden edinilmiştir.
• Melluci, S. (1980). The new social movements a theoretical approach. Social Science Information, 19(2), 199- 226.
• MindWorld. (2012). Sustainable image index 2012. 30.10.2021 tarihinde https://www.rankingthebrands.com/ PDF/Sustainable%20Image%20Index%202012.pdf adresinden edinilmiştir.
• Murray, P. ve Cotgrave, A.J. (2007). Sustainability literacy: The future paradigm for construction education. Structural Survey 25(1), 7-23.
• Naido, R., Bergin, D. & Vertefeiulle, J. (2021). Socio-demographic correlates of wildlife consumption during early stages of the Covid-19 pandemic. Nature Ecology & Evolution, 5(2021), 1361-1366
• Nation and State Initiative. (2021, 23 Eylül). Welcome the CO2 monitoring credit card that cuts you off at your carbon max. 01.11.2021 tarihinde www.nationandstate.com/2021 adresinden edinilmiştir.
• Norris, A. (2021, 9 Nisan). 18 Famous Animal Conservationists.01.11.2021 tarihinde https://www.treehugger. com/famous-animal-conservationists-4869299 adresinden edinilmiştir.
• OECD. (2002). Towards sustainable household consumption: Trends and policies in OECD countries. 01.11.2021 tarihindewww.oecd-library.org/environment adresinden edinilmiştir.
• OECD. (2008). Promoting sustainable consumption good practices in OECD countries. 01.11.2021 tarihinde https://www.oecd.org/greengrowth/40317373.pdf adresinden edinilmiştir.
• Ordonez, L. (2019, 18 Nisan). IKEA communication strategy: Main insights. 01.11.2021 tarihinde https://www. oleoshop.com/en/blog/ikea-communication-strategy-main-insights adresinden edinilmiştir.
• Our sustainable strategy for 2030. (t.y.). 05.11.2021 tarihinde https://www.ikea.com/kr/en/this-is-ikea/about-us/ the-ikea-sustainability-strategy-making-a-real-difference-pubb5534570 adresinden edinilmiştir.
• One home one planet. (2021). 30.10.2021 tarihinde ingka.com/one-home-one-planet adresinden edinilmiştir. Peng, Z. (2020). Trends of anti-consumption awareness and behaviours in the Chinese Society. (Y. Lisans Tezi). Quantitate Methods or Management and Economics Bölümü, Universite De Lisboa: İspanya
• Penzola, L. & Price, L.L. (1993). Consumer resistance: a conceptual overview. Advance in Consumer Research, 29(1), 343-353.
• Rattalino, F. (2017). Circular advantage anyone? Sustainability driven innovation and circularity at Patagonia. International Business Review, 60(5), 747-755.
• Rook, W.D. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189-199.
• Roser-Renouf, C., Atkinson, L., Maibach, E. & Leiserovitz, A. (2016). The consumer as climate activist. International Journal of Communication, 10(2016), 4759-4783.
• Rouleth, M. (2021, 31 Mart). Degrowth will accelerate as consumer changes: Companies should adapt now. The Economic Times. 08.02.2022 tarihinde economictimes.indiatimes.com/news/et-evoke adresinden edinilmiştir.
• Rothschild, N. (2012, 25 Ocak). On “Buy Nothing Day”, it’s the Occupiers v.s. the masses. Huffington Post. 01.11.2021 tarihindehttps://www.huffpost.com/entry/buy-nothing-day_b_1113323 adresinden edinilmiştir.
• Roy, M. (2021). Sustainable innovation and corporate environmentalism, Sustainable Development Strategies, 2021, 91-131.
• Sarkar, C. & Kotler, P. (2020). Brand activism: from purpose to action. New Jersey: Idea Bite Press.
• Simon, J.M. (2012, 24 Kasım). A zero waste program by Patagonia: The common threads initiative. 01.11.2021 tarihinde https://zerowasteeurope.eu/2012/11/a-zero-waste-program-by-patagonia-the-common- threads-initiative/ adresinden edinilmiştir.
• Shao, J. (2019). Sustainable consumption in China: New trends and research interest. Business Strategy and the Environment, 28(8), 1507-1517.
• Smith, N.C. (1987). Consumer boycotts and consumer sovereignty. European Journal of Marketing, 21(5), 7-19. Sklyarova, M. & Kobets, T. (2011). Eco-friendly for sustainability IKEA’s environmental policy in Russia [YüksekLisans Tezi], Gotland Üniversitesi, Rusya.
• Strand, R. (2013). Scandinavian corporative advantage: The case of IKEA. Khan S., Amann W. (ed) içinde World Humanism. (s.63-80). Humanism in Business Series. Londra: Palgrave Macmillan. The green friday Ikea encourages customer to save more than money. (2021, 1 Kasım). 06.11.2021 tarihinde https://www.ingka.com/news/this-green-friday-ikea-encourages-customers-to-save-more-than- money adresinden edinilmiştir.
• Valinsky, J. (2020, 7 Aralık). IKEA is killing off its catalogue after 70 years. CNN Business, 30.10.2021 tarihinde https://edition.cnn.com/2020/12/07/business/ikea-catalog/index.html adresinden edinilmiştir.
• Vrendenburg, J., Sommer, K., Spry, A. & Kemper, A.J. (2020). Brands taking a stand: Authentic brand activism or woke washing? Journal of Public Policy & Marketing, 39(2020)1-17. Zattler, J. (1989). The effects of structural adjustment programmes. Intereconomics, 24(6), 282 – 289.