Examining Environmentally Conscious Consumption Habits: Preferences for Wet Wipes and Influencing Factors
DOI:
https://doi.org/10.63556/tisej.2025.1559Keywords:
Egoistic motivations, altruistic motivations, sustainable consumption, environmentally friendly consumption, wet wipes consumptionAbstract
This study aims to analyze the effects of altruistic and egoistic motivations on the relationship between consumers' wet wipes usage frequency and habits and the way they dispose of these products. The research was conducted in Türkiye within the framework of a descriptive research design and the data obtained from respondents were analyzed by the PLS-SEM method. The findings reveal that egoistic motivations have a statistically significant and positive effect on consumption habits, while altruistic motivations have little to no effect on both consumption habits and discarding behaviour. Perceived cost and incentive mechanisms also showed minimal direct effects on discarding behaviour, suggesting limited practical impact. Incentives were found to have a very small or negligible effect on wipe discarding behaviour, suggesting that their practical impact is limited. The results indicate the importance of encouraging practices that contribute to environmental sustainability. In addition, raising individual awareness and social responsibility is necessary to develop environmentally sensitive consumption behaviours. This study aims to contribute to the related literature at the theoretical and empirical level by examining the role of egoistic values in environmentally friendly consumption practices. The findings highlight which motivational factors are more influential and provide practical guidance for promoting sustainable consumption. For marketing professionals, these results suggest that eco-friendly products should be positioned by emphasizing personal benefits and convenience, thereby leveraging egoistic motivations to foster more sustainable consumer behaviours.
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