Öz
Bu çalışmada sürdürülebilir tüketim
adına tüketicilerin hangi değer algılarının yeşil ürünleri tercih etmelerine
sebep olduğu araştırılmıştır. Bir ürün satın alırken tüketicilerin
algıladıkları tüketim değerleriyle seçim davranışlarını analiz etmek ve
tüketici davranışlarını anlamak, sürdürülebilir tüketime yönelik davranışları
değiştirmek için oldukça önemlidir. Bu bağlamda tüketim değerleri teorisinden
yararlanılmıştır. Tüketim değerleri teorisi, tüketicilerin belirli bir ürünü
neden satın aldıklarını veya neden bir ürünü yada markayı diğerine tercih ettiklerini açıklayan tüketim
değerlerine odaklanmaktadır. Teori, çok çeşitli ürünleri kapsayacak şekilde
uygulanabilir. İnternet üzerinden 402 kişi ile yapılan araştırma sonucunda,
tüketiciler tarafından algılanan tüketim değerlerinin (fonksiyonel değer,
duygusal değer, koşullu değer, epistemik değer, sosyal değer) tüketicilerin yeşil
ürünleri seçmeleri üzerine etkileri olduğu ortaya konmuştur.
Anahtar Kelimeler
Tüketici seçim davranışı fonksiyonel değer epistemik değer sosyal değer duygusal değer koşullu değer
Kaynakça
- Amyx, D. A., DeJong, P. F., Lin, X., Chakraborty, G., & Wiener, J. L. (1994, February). Influencers of purchase intentions for ecologically safe products: An exploratory study. In AMA winter educators’ conference proceedings (Vol. 5, pp. 341-347). Chicago, IL: American Marketing Association.
- Bei, L. T., & Simpson, E. M. (1995). The determinants of consumers' purchase decisions for recycled products: an application of acquisition-transaction utility theory. ACR North American Advances. Association for Consumer Research, Pages: 257-261.
- Belk, R. (1975). Situational Variables and Consumer Behavior. Journal of Consumer Research, 2(3), 157-164. Retrieved from http://www.jstor.org/stable/2489050
- Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive consumer choice processes. Journal of consumer research, 25(3), 187-217.
- Biel, A., & Dahlstrand, U. (2005). Values and habits: a dual-process model. Environment, information and consumer behaviour, 33.
- Biswas, A., & Roy, M. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87, 463-468.
- Corral-Verdugo, V., Bonnes, M., Tapia-Fonllem, C., Fraijo-Sing, B., Frias-Armenta, M., & Carrus, G. (2009). Correlates of pro-sustainability orientation: The affinity towards diversity. Journal of Environmental Psychology , 29(1), 34-43.
- DiClemente, D., & Hantula, D. A. (2000). John Broadus Watson: I. O psychologist. The Industrial Psychologist, 37(4), 47-55.
- DiClemente, D. F., & Hantula, D. A. (2003). Applied behavioral economics and consumer choice. Journal of Economic Psychology, 24(5), 589-602.
- Gonçalves, H. M., Lourenço, T. F., & Silva, G. M. (2016). Green buying behavior and the theory of consumption values: A fuzzy-set approach. Journal of Business Research, 69(4), 1484-1491.
- Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: status, reputation, and conspicuous conservation. Journal of personality and social psychology, 98(3), 392.
- Hartmann, P., Apaolaza Ibáñez, V., & Forcada Sainz, F. J. (2005). Green branding effects on attitude: functional versus emotional positioning strategies. Marketing Intelligence & Planning, 23(1), 9-29.
- Hartmann, P., & Apaolaza Ibáñez, V. (2006). Green value added. Marketing Intelligence & Planning, 24(7), 673-680.
- Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of consumer research, 7(3), 283-295.
- Kao, T. F., & Tu, Y. C. (2015). Effect of green consumption values on behavior: The influence of consumption attitude. International Journal of Arts & Sciences, 8(8), 119
- Karababa, E., & Kjeldgaard, D. (2014). Value in marketing: Toward sociocultural perspectives. Marketing Theory, 14(1), 119-127.
- Kilbourne, W., & Pickett, G. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of Business Research, 61(9), 885-893.
- Koller, M., Floh, A., & Zauner, A. (2011). Further insights into perceived value and consumer loyalty: A “green” perspective. Psychology & Marketing, 28(12), 1154-1176.
- Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of consumer marketing, 18(6), 503-520.
- Lin, P. C., & Huang, Y. H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22(1), 11-18.
- Malhotra, N. K., & Birks, D. F. (2006). Marketing research: An applied approach (Updated second European edition ed.). Essex: England: Prentice Hall.
- Nicholls, J. A. F., Roslow, S., Dublish, S., & Comer, L. B. (1996). Relationship between situational variables and purchasing in India and the USA. International Marketing Review, 13(6), 6-21.
- Park, C. W., Iyer, E. S., & Smith, D. C. (1989). The effects of situational factors on in-store grocery shopping behavior: The role of store environment and time available for shopping. Journal of consumer research, 15(4), 422-433.
- Rogers, E. M. (1962). (1995). Diffusion of innovations. New York: Free Press.
- Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.
- Swait, J., & Sweeney, J. C. (2000). Perceived value and its impact on choice behavior in a retail setting. Journal of Retailing and Consumer Services, 7(2), 77-88.
- Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
- Tanner, C., & Wölfing Kast, S. (2003). Promoting sustainable consumption: Determinants of green purchases by Swiss consumers. Psychology & Marketing, 20(10), 883-902.
- Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of consumer psychology, 15(1), 77-91.
- Tseng, Y. S., & Ho, M. C. (2012). Creating sustainable emotional value through personalized design. In Design for Innovative Value Towards a Sustainable Society (pp. 257-260). Springer, Dordrecht.
- Vining, J., & Ebreo, A. (1990). What makes a recycler? A comparison of recyclers and nonrecyclers. Environment and behavior, 22(1), 55-73.
- Wang, M. L., Kuo, T. C., & Liu, J. W. (2009). Identifying target green 3C customers in Taiwan using multiattribute utility theory. Expert Systems with Applications, 36(10), 12562-12569.
- Wang, H. Y., Liao, C., & Yang, L. H. (2013). What affects mobile application use? The roles of consumption values. International Journal of Marketing Studies, 5(2), 11.
- Wenben Lai, A. (1991). Consumption situation and product knowledge in the adoption of a new product. European Journal of Marketing, 25(10), 55-67.
- Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable development, 18(1), 20-31.
Öz
In this study, it has been
investigated which value perceptions of consumers cause green products to be
preferred for sustainable consumption. When purchasing a product, it is
important to analyze the consumer's perceived consumption values and their
choice behavior and to understand consumer behavior to change the behavior
towards sustainable consumption. Consumption values theory focuses on
consumption values that explain why consumers buy one particular product or
why they choose one product or brand over another. The theory can be applied to
a wide range of products.. According to the results of 402 online surveys,
consumers' perceived consumption values (functional value, emotional value,
conditional value, epistemic value, social value) have been shown to have an
impact on the selection of green products.
Anahtar Kelimeler
Consumer choice behavior Functional value epistemic value social value emotional value conditional value
Kaynakça
- Amyx, D. A., DeJong, P. F., Lin, X., Chakraborty, G., & Wiener, J. L. (1994, February). Influencers of purchase intentions for ecologically safe products: An exploratory study. In AMA winter educators’ conference proceedings (Vol. 5, pp. 341-347). Chicago, IL: American Marketing Association.
- Bei, L. T., & Simpson, E. M. (1995). The determinants of consumers' purchase decisions for recycled products: an application of acquisition-transaction utility theory. ACR North American Advances. Association for Consumer Research, Pages: 257-261.
- Belk, R. (1975). Situational Variables and Consumer Behavior. Journal of Consumer Research, 2(3), 157-164. Retrieved from http://www.jstor.org/stable/2489050
- Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive consumer choice processes. Journal of consumer research, 25(3), 187-217.
- Biel, A., & Dahlstrand, U. (2005). Values and habits: a dual-process model. Environment, information and consumer behaviour, 33.
- Biswas, A., & Roy, M. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87, 463-468.
- Corral-Verdugo, V., Bonnes, M., Tapia-Fonllem, C., Fraijo-Sing, B., Frias-Armenta, M., & Carrus, G. (2009). Correlates of pro-sustainability orientation: The affinity towards diversity. Journal of Environmental Psychology , 29(1), 34-43.
- DiClemente, D., & Hantula, D. A. (2000). John Broadus Watson: I. O psychologist. The Industrial Psychologist, 37(4), 47-55.
- DiClemente, D. F., & Hantula, D. A. (2003). Applied behavioral economics and consumer choice. Journal of Economic Psychology, 24(5), 589-602.
- Gonçalves, H. M., Lourenço, T. F., & Silva, G. M. (2016). Green buying behavior and the theory of consumption values: A fuzzy-set approach. Journal of Business Research, 69(4), 1484-1491.
- Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: status, reputation, and conspicuous conservation. Journal of personality and social psychology, 98(3), 392.
- Hartmann, P., Apaolaza Ibáñez, V., & Forcada Sainz, F. J. (2005). Green branding effects on attitude: functional versus emotional positioning strategies. Marketing Intelligence & Planning, 23(1), 9-29.
- Hartmann, P., & Apaolaza Ibáñez, V. (2006). Green value added. Marketing Intelligence & Planning, 24(7), 673-680.
- Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of consumer research, 7(3), 283-295.
- Kao, T. F., & Tu, Y. C. (2015). Effect of green consumption values on behavior: The influence of consumption attitude. International Journal of Arts & Sciences, 8(8), 119
- Karababa, E., & Kjeldgaard, D. (2014). Value in marketing: Toward sociocultural perspectives. Marketing Theory, 14(1), 119-127.
- Kilbourne, W., & Pickett, G. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of Business Research, 61(9), 885-893.
- Koller, M., Floh, A., & Zauner, A. (2011). Further insights into perceived value and consumer loyalty: A “green” perspective. Psychology & Marketing, 28(12), 1154-1176.
- Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of consumer marketing, 18(6), 503-520.
- Lin, P. C., & Huang, Y. H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22(1), 11-18.
- Malhotra, N. K., & Birks, D. F. (2006). Marketing research: An applied approach (Updated second European edition ed.). Essex: England: Prentice Hall.
- Nicholls, J. A. F., Roslow, S., Dublish, S., & Comer, L. B. (1996). Relationship between situational variables and purchasing in India and the USA. International Marketing Review, 13(6), 6-21.
- Park, C. W., Iyer, E. S., & Smith, D. C. (1989). The effects of situational factors on in-store grocery shopping behavior: The role of store environment and time available for shopping. Journal of consumer research, 15(4), 422-433.
- Rogers, E. M. (1962). (1995). Diffusion of innovations. New York: Free Press.
- Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.
- Swait, J., & Sweeney, J. C. (2000). Perceived value and its impact on choice behavior in a retail setting. Journal of Retailing and Consumer Services, 7(2), 77-88.
- Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
- Tanner, C., & Wölfing Kast, S. (2003). Promoting sustainable consumption: Determinants of green purchases by Swiss consumers. Psychology & Marketing, 20(10), 883-902.
- Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of consumer psychology, 15(1), 77-91.
- Tseng, Y. S., & Ho, M. C. (2012). Creating sustainable emotional value through personalized design. In Design for Innovative Value Towards a Sustainable Society (pp. 257-260). Springer, Dordrecht.
- Vining, J., & Ebreo, A. (1990). What makes a recycler? A comparison of recyclers and nonrecyclers. Environment and behavior, 22(1), 55-73.
- Wang, M. L., Kuo, T. C., & Liu, J. W. (2009). Identifying target green 3C customers in Taiwan using multiattribute utility theory. Expert Systems with Applications, 36(10), 12562-12569.
- Wang, H. Y., Liao, C., & Yang, L. H. (2013). What affects mobile application use? The roles of consumption values. International Journal of Marketing Studies, 5(2), 11.
- Wenben Lai, A. (1991). Consumption situation and product knowledge in the adoption of a new product. European Journal of Marketing, 25(10), 55-67.
- Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable development, 18(1), 20-31.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 26 Ekim 2020 |
| Gönderilme Tarihi | 11 Kasım 2019 |
| Yayımlandığı Sayı | Yıl 2020 Cilt: 29 Sayı: 3 |
