ui̇i̇i̇d

Uluslararası İktisadi ve İdari İncelemeler Dergisi

1307-9832 1307-9859

Kenan ÇELİK

10.18092/ulikidince.352374

TÜKETİCİLERİN ÇEVREYE YÖNELİK TUTUMLARI VE KİŞİLİK ÖZELLİKLERİ AÇISINDAN KOHONEN AĞLARI (SELF-ORGANIZING MAP-SOM) İLE BÖLÜMLENDİRİLMESİ

CONSUMERS SEGMENTATION WITH KOHONEN MAPS (SELF-ORGANIZING MAP-SOM) FROM THE POINT OF CONSUMERS' ATTITUDES TOWARDS THE ENVIRONMENT AND PERSONALITY CHARACTERISTICS

Bıkarı

Somayyeh

Ünal

Sevtap

İZMİR KATİP ÇELEBİ ÜNİVERSİTESİ Deveci

F. Görgün

ATATÜRK ÜNİVERSİTESİ

12 26 2017

145 162 11 14 2017 12 24 2017

2008

Uluslararası İktisadi ve İdari İncelemeler Dergisi

Bu çalışmada tüketicilerinçevreye yönelik tutumları ve kişilik özellikleri açısından bölümlendirilmesiamaçlanmıştır. Bu doğrultuda, algılanan tüketici etkinliği (ATE), çevresel kaygı(ÇK), altruism, kişilik ve ekolojik bilince sahip tüketici davranışı (EBTD)değişkenleri araştırma kapsamına dâhil edilmiştir. Veriler anket yöntemi ileİstanbul ilinde ikamet eden tüketicilerden toplanmıştır. Tüketiciler çevreseleğilimleri açısından Kohonen ağları (SOM-Self Organizing Map) ilegruplandırılmış ve K-Means kümeleme sonuçları ile karşılaştırılmıştır.Araştırma sonucunda; SOM’a göre cevaplayıcılar “potansiyel yeşiller”, “aktifyeşiller” ve “kahverengiler” olarak üç kümeye ayrılmıştır. K-Means kümeleme ileyapılan analizde ise katılımcılar aktif yeşil, potansiyel yeşil ve gizliyeşiller olarak gruplanmıştır. Daha sonra elde edilen sonuçlar iki yöntemaçısından değerlendirilmiştir.

In this study, it is aimed tosegment consumers in terms of attitudes towards the environment and theirpersonality characteristics. In this context, perceived consumer effectiveness(PCE), environmental concern (EC), altruism, personality and ecologicallyconscious consumer behavior (ECCB) variables were included. The data has beenobtained from the consumers living in the province of İstanbul viaquestionnaires. Consumers are grouped by Kohonen maps (SOM-Self Organizing Map)in terms of their environmental tendencies, and ıt was compared with K-Meanscluster results. As a result of the research; according to SOM, respondents aredivided into three groups as “potential green,” “active green” and “brown.” Inthe K-Means clustering analysis, the variables are grouped as “active green,”“potential green,” and “latent green.” Then the results were compared with theconsumer groups, and two methods were mutually assessed.

Algılanan Tüketici Etkinliği Çevresel Kaygı Altruism Ekolojik Bilince Sahip Tüketici Davranışı Kohonen Ağları (SOM)

Perceived Consumer Effectiveness Environmental Concern Altruism Ecologically Conscious Consumer Behaviour Kohonen Maps (SOM)

Akehurst, G., Afonso, C., Gonçalves, H.M. (2012). Re-Examining Green Purchase Behaviour and the Green Consumer Profile: New Evidences. Management Decision, 50 (5), 972-988. https://doi.org/10.1108/00251741211227726.

Berger, I.E, Corbin, R.M. (1992). Perceived Consumer Effectiveness and Faith in Others as Moderators of Environmentally Responsible Behaviors. Journal of Public Policy & Marketing, 11 (2), 79-89. http://www.jstor.org/stable/30000276.

Çabuk, S., Nakıboğlu, B., (2003). Çevreci Pazarlama ve Tüketicilerin Çevreci Tutumlarının Satın Alma Davranışlarına Etkileri İle İlgili Bir Uygulama. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 12 (12), 39-54. (http://sosyalbilimler.cukurova.edu.tr/dergi/dosyalar/2003.12.12.4.pdf)

Demirbaş, A.M. (1999). Yeşil Pazarlama (Green Marketing) ve Tüketicinin Yeşil Pazarlamaya Yaklaşımı (Yayımlanmamış Yüksek Lisans Tezi). Gazi Üniversitesi, Sosyal Bilimler Enstitüsü: Ankara

Ellen, P.S., Wiener, J.L., Walgren, C.C. (1991). The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors. Journal of Public Policy & Marketing,10 (2), 102-117. http://www.jstor.org/stable/30000238.

Fraj, E., Martinez, E. (2006). Environmental Values and Lifestyles as Determining Factors of Ecological Consumer Behaviour: An Empirical Analysis. Journal of Consumer Marketing, 23(3),133–144. doi: 10.1108/07363760610663295.

Fransson, N., Ga¨rling, T. (1999). Environmental Concern: Conceptual Definitions, Measurement, Methods, and Research Findings. Journal of Environmental Psychology, 19, 369-382. https://doi.org/10.1006/jevp.1999.0141.

Gilg, A., Barr, S., Ford, N. (2005). Green Consumption or Sustainable Lifestyles? Identifying the Sustainable Consumer. Futures, 37, 481–504. doi:10.1016/j.futures.2004.10.016.

Gosling, S.D., Rentfrow, P.J., Swann Jr., W.B., (2003). A Very Brief Measure of the Big-Five Personality Domains. Journal of Research in Personality, 37, 504–528. doi:10.1016/S0092-6566(03)00046-1.

Ham, M. (2009). Consumer Segmentation Based on the Level of Environmental Responsibility. Prethodno Priopćenje, Preliminary Communication, 21 (2), 183 – 202. UDK 658.89:502.12

Hansla, A., Gamble, A., Juliusson, A., Ga¨rling, T. (2008). The Relationships Between Awareness of Consequences, Environmental Concern, and Value Orientations. Journal of Environmental Psychology, 28, 1–9. doi:10.1016/j.jenvp.2007.08.004.

Irianto, H. (2015). Consumers’ Attitude and Intention towards Organic Food Purchase: An Extension of Theory of Planned Behavior in Gender Perspective. International Journal of Management, Economics and Social Sciences, 4(1),17–31. https://search.proquest.com/docview/1695375506?accountid=8403.

Kalan, O. (2009). Lejyoner Hastalığının İstatistiksel Risk Analizi. (Yayımlanmamış Yüksek Lisans Tezi). Çukurova Üniversitesi/Fen Bilimleri Enstitüsü, Adana.

Kang, G-D., James, J. (2007). Revisiting the Concept of a Societal Orientation: Conceptualization and Delineation. Journal of Business Ethics, 73, 301–318. doi: 10.1007/s10551-006-9208-0.

Khare, A. (2014). Consumers’ Susceptibility to Interpersonal Influence as a Determining Factor of Ecologically Conscious Behaviour. Marketing Intelligence & Planning, 32(1), 2-20, https://doi.org/10.1108/MIP-04-2013-0062.

Kiang, M.Y. (2001). Extending the Kohonen Self-Organizing Map Networks for Clustering Analysis. Computational Statistics & Data Analysis, 38, 161–180. https://doi.org/10.1016/S0167-9473(01)00040-8.

Kiang, M.Y., Hu, M.Y., Fisher, D.M. (2006). An Extended Self-Organizing Map Network for Market Segmentation—A Telecommunication Example. Decision Support Systems, 42, 36– 47. doi:10.1016/j.dss.2004.09.012.

Kiang, M.Y., Fisher, D.M. (2008). Selecting the Right MBA Schools – An Application of Self-Organizing Map Networks. Expert Systems with Applications, 35, 946–955. doi:10.1016/j.eswa.2007.08.053.

Kinnear, T.C., Taylor, J.R., Ahmed, S.A. (1974). Ecologically Concerned Consumers: Who Are They?”, Journal of Marketing, 11, 20-24. http://www.jstor.org/stable/1250192.

Kohonen, T. (1982). Self-Organized Formation of Topologically Correct Feature Maps. Biological Cybernetics, 43, 59–69. https://doi.org/10.1007/BF00337288.

Kohonen, T. (1990). The Self-Organizing Map. Proceedıngs of the IEEE, 78(9), 1464-1480

Kohonen, T. (1998). The self-Organizing Map. Neurocomputing, 21, 1-6. https://doi.org/10.1016/S0925-2312(98)00030-7.

Kohonen, T. (2013). Essentials of the Self-Organizing Map. Neural Networks, 37, 52–65. doi:10.1016/j.neunet.2012.09.018.

Laroche, M., Tomiuk, M-A., Bergeron, J., Barbaro-Forleo, G. (2002). Cultural Differences in Environmental Knowledge, Attitudes, and Behaviours of Canadian Consumers. Canadian Journal of Administrative Sciences, 19(3), 267-283. doi: 10.1111/j.1936-4490.2002.tb00272.x.

Lee, K.H., Bonn, M.A., Cho, M. (2015). Consumer Motives for Purchasing Organic Coffee: The Moderating Effects of Ethical Concern and Price Sensitivity. International Journal of Contemporary Hospitality Management, 27(6), 1157-1180. , https://doi.org/10.1108/IJCHM-02-2014-0060.

Lee, Y.L., Haley, E., Yang, K. (2017). The Role of Organizational Perception, Perceived Consumer Effectiveness and Self-efficacy in Recycling Advocacy Advertising Effectiveness, Environmental Communication, 1-16. Doi: 10.1080/17524032.2017.1308407.

Lin, H., Hsu, M. (2015). Using Social Cognitive Theory to Investigate Green Consumer Behavior. Business Strategy and the Environment. 24, 326–343. doi: 10.1002/bse.1820.

Majláth, M., (2010). Can Individuals Do Anything for the Environment? - The Role of Perceived Consumer Effectiveness. FIKUSZ ’10 Symposium for Young Researchers, 157-166, Buda-pest, Hungary. http://kgk.uni-obuda.hu/fikusz

Miles, M.P., Covin, J.G. (2000). Environmental Marketing: A Source of Reputational, Competitive, and Financial Advantage. Journal of Business Ethics, 23, 299–311. https://doi.org/10.1023/A:1006214509281.

Moreno, D. Marco, P., Olmeda, I. (2006). Self-Organizing Maps Could Improve the Classification of Spanish Mutual Funds. European Journal of Operational Research, 174, 1039–1054. https://doi.org/10.1016/j.ejor.2004.12.018.

Mostafa, M.M. (2009). Shades of Green: A Psychographic Segmentation of the Green Consumer in Kuwait Using Self-Organizing Maps. Expert Systems with Applications, 36, 11030–11038. doi:10.1016/j.eswa.2009.02.088.

Mostafa, M.M. (2010). Clustering the Ecological Footprint of Nations Using Kohonen’s Self-Organizing Maps. Expert Systems with Applications, 37, 2747–2755. doi:10.1016/j.eswa.2009.09.016.

Mostafa, M.M. (2011). A Psycho-Cognitive Segmentation of Organ Donors in Egypt Using Kohonen’s Self-Organizing Maps. Expert Systems with Applications, 38, 6906–6915. doi:10.1016/j.eswa.2010.12.033.

Narula, S.A., Desore, A. (2016). Framing Green Consumer Behaviour Research: Opportunities and Challenges. Social Responsibility Journal, 12 (1), 1-22. https://doi.org/10.1108/SRJ-08-2014-0112.

Neagu, O. (2012). Communication in the Ecological Marketing. Studia Universitatis “Vasile Goldiş”, Seria Ştiinţele Vieţii, 22 (4), 587-595. http://www.studiauniversitatis.ro/pdf/22-2012/22-4-2012/SU22-4-2012-Neagu.pdf.

Ottman, J.A. (1997). Green Marketing Opportunity for Innovation (2nd Edition), Ntc Business Books.

Öztemel, E., (2003). Yapay Sinir Ağları. İstanbul: Papatya Yayınevi.

Paço do A., Raposo, M. (2009). “Green” Segmentation: An Application to the Portuguese Consu-mer Market. Marketing Intelligence & Planning, 27(3), 364-379. doi: 10.1108/02634500910955245.

Paço do A.M.F., Raposo, M.L.B. (2010). Green Consumer Market Segmentation: Empirical Findings from Portugal. International Journal of Consumer Studies, 34, 429–436. doi: 10.1111/j.1470-6431.2010.00869.x.

Peattie, K. (2001). Towards Sustainability: The Third Age Of Green Marketing. The Marketing Re-view, 2, 129-146. https://doi.org/10.1362/1469347012569869.

Reimers, V., Magnuson, B., Chao, F. (2017). Happiness, Altruism and the Prius Effect: How Do They Influence Consumer Attitudes towards Environmentally Responsible Clothing? Journal of Fashion Marketing and Management: An International Journal, 21(1), 115-132. https://doi.org/10.1108/JFMM-07-2016-0053.

Roberts, J.A. (1996). Green Consumers in the 1990s: Profile and Implications for Advertising. Journal of Business Research, 36, 217-231. https://doi.org/10.1016/0148-2963(95)00150-6.

Roberts, J.A., Bacon, D.R. (1997). Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior. Journal of Business Research, 40, 79–89. https://doi.org/10.1016/S0148-2963(96)00280-9.

Samdahl, D.M, Robertson, R. (1989) Social Determinants of Environmental Concern: Specification and Test of the Model. Research Article, 21(1), 57-81. doi: https://doi.org/10.1177/0013916589211004.

Shrum, L.J., McCarty, J.A., Lowrey, T.M. (1995). Buyer Characteristics of the Green Consumer and Their Implications for Advertising. Journal of Advertising, 24(2), 71-82. http://www.jstor.org/stable/4188973.

Speer, T.L. (1997). Growing In the Green Market. American Demographics, 19, 45-50.

Stern, P., Dietz, T., Kalof, L. (1993). Value Orientations, Gender, and Environmental Concern. Environment and Behavior, 25, 322–348. https://doi.org/10.1177/0013916593255002.

Stern, P. C., Dietz, T., Guagnano, G. A. (1995). The New Environmental Paradigm in Social-Psychological Context. Environment and Behavior, 27(6), 723–743. https://doi.org/10.1177/0013916595276001.

Straughan, R.D., Roberts, J.A. (1999). Environmental Segmentation Alternatives: A Look at Green Consumer Behavior in the New Millennium. Journal of Consumer Marketing, 16 (6), 558-575, https://doi.org/10.1108/07363769910297506.

Wang, J., Yam, R.C.M., Tang, E.P.Y. (2013). Ecologically Conscious Behaviour of Urban Chinese Consumers: The Implications to Public Policy in China. Journal of Environmental Planning and Management, 56(7), 982-1001, doi:10.1080/09640568.2012.714750. Wesley, S.C., Lee, M.Y., Kim, E.Y. (2012). The Role of Perceived Consumer Effectiveness and Motivational Attitude on Socially Responsible Purchasing Behavior in South Korea, Journal of Global Marketing, 25(1), 29-44, doi:10.1080/08911762.2012.697383. Wiebe, J., Basil, D.Z., Runte, M. (2017). Psychological Distance and Perceived Consumer Effectiveness in a Cause-Related Marketing Context. Int Rev Public Nonprofit Mark, 14, 197–215. Doi: 10.1007/s12208-016-0170-y.

Yadav, R. (2016). Altruistic or Egoistic: Which Value Promotes Organic Food Consumption among Young Consumers? A Study in the Context of A Developing Nation. Journal of Retailing and Consumer Services, 33, 92–97. https://doi.org/10.1016/j.jretconser.2016.08.008.

Yahya, W.K., Hashim, N.H, Mohamad, S.A., Ramly, Z. (2013). The Relationship between Perceived Consumer Effectiveness, Environmental Concern and Ecologically Conscious Consumer Behavior. 3rd Annual International Conference on Business Strategy and Organizational Behaviour, 93-98, doi: 10.5176/2251-1970_BizStrategy13.11.

Zinkhan, G., Carlson, M.L. (1995). Green Advertising and the Reluctant Consumer. Journal of Ad-vertising, 24(2), 1-6. http://dx.doi.org/10.1080/00913367.1995.10673471.