DÖNGÜSEL EKONOMİ PERSPEKTİFİNDE SÜRDÜRÜLEBİLİR PAZARLAMANIN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ

Öz

Bu çalışma, döngüsel ekonomi çerçevesinde sürdürülebilir pazarlamanın tüketicilerin satın alma niyeti üzerindeki etkisini incelemeyi amaçlamaktadır. Son yıllarda çevresel sorunların artması, doğal kaynakların tükenme riski ve tüketici bilincindeki dönüşüm, işletmeleri geleneksel pazarlama anlayışından uzaklaştırarak sürdürülebilirlik temelli pazarlama yaklaşımlarına yöneltmektedir. Bu bağlamda çalışmada, sürdürülebilir pazarlamanın çevresel, sosyal ve ekonomik boyutlarının satın alma niyeti üzerindeki etkileri ele alınmıştır. Nicel araştırma yöntemi benimsenen çalışmanın evrenini Batman ilinde yaşayan bireyler oluşturmakta olup, veriler 301 katılımcıdan anket yöntemiyle toplanmıştır. Elde edilen veriler SPSS 27.0 programı kullanılarak analiz edilmiş; güvenilirlik, geçerlilik ve regresyon analizleri gerçekleştirilmiştir. Bulgular, sürdürülebilir pazarlamanın genel yapısının satın alma niyeti üzerinde istatistiksel olarak anlamlı ve pozitif bir etkiye sahip olduğunu (β = 0.731, p < .001) ortaya koymuştur. Ayrıca çevresel (β = 0.638, p < .001), sosyal (β = 0.690, p < .001) ve ekonomik (β = 0.667, p < .001) boyutların da satın alma niyeti üzerinde anlamlı ve pozitif etkiler yarattığı belirlenmiştir. Bu yönüyle çalışma, sürdürülebilir pazarlama ile satın alma niyeti arasındaki ilişkiyi bütüncül bir bakış açısıyla ele alarak kuramsal literatüre katkı sunmakta ve işletmelerin sürdürülebilirlik temelli pazarlama stratejileri geliştirmelerine yönelik pratik çıkarımlar ortaya koymaktadır.

Anahtar Kelimeler

• Sürdürülebilirlik
• Döngüsel ekonomi
• Sürdürülebilir pazarlama
• Satın alma niyeti
• Tüketici davranışı.

THE IMPACT OF SUSTAINABLE MARKETING ON PURCHASE INTENTION WITHIN THE PERSPECTIVE OF CIRCULAR ECONOMY

Öz

This study aims to examine the effect of sustainable marketing on consumers’ purchase intention within the framework of a circular economy. In recent years, increasing environmental problems, the risk of resource depletion, and changes in consumer awareness have driven firms away from traditional marketing approaches toward sustainability-oriented marketing practices. In this context, the study investigates the effects of the environmental, social, and economic dimensions of sustainable marketing on purchase intention. A quantitative research design was adopted, and data were collected through a survey administered to 301 individuals residing in the province of Batman, Türkiye. The collected data were analyzed using SPSS 27.0, and reliability, validity, and regression analyses were conducted. The findings reveal that sustainable marketing as a whole has a statistically significant and positive effect on purchase intention (β = 0.731, p < .001). In addition, the environmental (β = 0.638, p < .001), social (β = 0.690, p < .001), and economic (β = 0.667, p < .001) dimensions were also found to have significant and positive effects on consumers’ purchase intention. Overall, this study contributes to the theoretical literature by examining the relationship between sustainable marketing and purchase intention from a holistic perspective and provides practical implications for firms seeking to develop sustainability-oriented marketing strategies.

Anahtar Kelimeler

• Sustainability
• Circular economy
• Sustainable marketing
• Purchase intention
• Consumer behavior.

Kaynakça

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