Çevreye Duyarlı Tüketim Alışkanlıklarının İncelenmesi: Islak Mendil Tercihleri ve Etkileyen Faktörler
DOI:
https://doi.org/10.63556/tisej.2025.1559Anahtar Kelimeler:
Egoist Motivasyonlar- Özgeci Motivasyonlar- Sürdürülebilir Tüketim- Çevre Dostu Tüketim- Islak Medil TüketimiÖzet
Bu çalışma, özgeci ve egoist motivasyonların, tüketicilerin ıslak mendil kullanım sıklığı ve alışkanlıkları ile bu ürünleri bertaraf etme biçimleri arasındaki ilişki üzerindeki etkilerini incelemeyi amaçlamaktadır. Araştırma, Türkiye’de tanımlayıcı bir araştırma tasarımı çerçevesinde yürütülmüş ve katılımcılardan elde edilen veriler PLS-SEM yöntemi ile analiz edilmiştir. Bulgular, egoist motivasyonların tüketim alışkanlıkları üzerinde istatistiksel olarak anlamlı ve pozitif bir etkiye sahip olduğunu gösterirken, özgeci motivasyonların hem tüketim alışkanlıkları hem de bertaraf davranışı üzerinde çok az veya hiç etkisi olmadığını ortaya koymaktadır. Algılanan maliyet ve teşvik mekanizmaları da bertaraf davranışı üzerinde sınırlı doğrudan etki göstermiştir; bu durum, pratik etkilerinin sınırlı olduğunu düşündürmektedir. Teşviklerin, mendil bertaraf davranışı üzerindeki etkisinin çok küçük veya ihmal edilebilir düzeyde olduğu bulunmuş ve bu durum pratik etkilerinin sınırlı olduğunu göstermektedir. Sonuçlar, çevresel sürdürülebilirliğe katkı sağlayan uygulamaların teşvik edilmesinin önemini vurgulamaktadır. Ayrıca, bireysel farkındalık ve toplumsal sorumluluğun artırılması, çevreye duyarlı tüketim davranışlarının geliştirilmesi için gereklidir. Bu çalışma, egoist değerlerin çevre dostu tüketim uygulamalarındaki rolünü inceleyerek ilgili literatüre hem teorik hem de ampirik düzeyde katkı sağlamayı hedeflemektedir. Bulgular, hangi motivasyonel faktörlerin daha etkili olduğunu ortaya koymakta ve sürdürülebilir tüketimi teşvik etmek için pratik rehberlik sunmaktadır. Pazarlama profesyonelleri açısından, bu sonuçlar, çevre dostu ürünlerin kişisel fayda ve pratiklik vurgusu ile konumlandırılması gerektiğini ve böylece egoist motivasyonlardan yararlanarak daha sürdürülebilir tüketici davranışlarının teşvik edilebileceğini önermektedir.
Kaynaklar
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