CRUELTY-FREE ETİKETLİ KOZMETİK MARKALARININ SOSYAL MEDYA HESAPLARININ İNCELENMESİNE YÖNELİK BİR İÇERİK ANALİZİ

Yıl 2023, Sayı: C-iasoS 2022 Özel Sayısı, 219 - 233, 30.03.2023

Bilge Villi Reyhan Bahar

https://doi.org/10.18092/ulikidince.1220000

Öz

Kozmetik sektöründeki birçok firma ürünlerini hayvanlar üzerinde test etmektedir. Bu nedenle her yıl dünya üzerinde 100 milyondan fazla hayvan deneylerde işkence görmekte ve bu hayvanların neredeyse hepsinin deney prosedürünün ardından yaşamlarına son verilmektedir. Deneylerde kullanılmak üzere hayvan üreten firmalar ise bu işten milyonlarca dolar kazanmaktadır. Hayvan deneyleri ve bu deneylerin yıkıcı sonuçları hem dünyada hem de ülkemizde yeterli düzeyde insanın haderdar olduğu ve önemsediği bir konu değildir. Ancak son yıllarda yaşanan bazı gelişmeler konunun önemini gündeme getirmiştir. Hayvan haklarını savunan birçok kuruluş, hayvan hakları savunucuları ve bilinçli tüketiciler sayesinde dünya genelinde pek çok işletme ve marka bir ürünün hayvanlar üzerinde test edilmediğini gösteren cruelty-free etiketli ürünler üretmeye başlamışlardır. Çalışmada, Türkiye’de kozmetik sektöründe faaliyet gösteren “cruelty-free” etiketli markaların internet siteleri ve sosyal medya hesapları içerik analizi yöntemiyle incelenerek cruelty-free konusunu ne kadar ön plana çıkardıklarını ortaya koymak amaçlanmıştır. Araştırmanın sonuçlarına göre; cruetly-free etiketli markaların kendilerini rekabette üstün kılabilecekleri bir husus olan cruelty-free konusunu yeterince ön plana çıkarmadıkları ve tüketicilerle kolayca etkileşim oluşturabilecekleri sosyal medyayı bu yönde yeterli düzeyde kullanmadıkları görülmektedir.

Anahtar Kelimeler

Cruelty-Free, Cruelty-Free Kozmetikler, Etik Tüketim, Hayvan Deneyleri

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