Sürdürülebilir pazarlama ve sürdürülebilir ürünlere yönelik tüketici tutumlarının demografik özelliklere göre farklılığının incelenmesi
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmada, sürdürülebilir ürünlere yönelik tutumun demografik özelliklere göre farklılığının incelenmesi amaçlanmıştır. Çalışmada veri toplama aracı olarak çevrimiçi anket kullanılmış, anket formu Google Forms aracılığıyla oluşturulmuştur. Örnekleme yöntemi olarak kolayda örnekleme yöntemi tercih edilmiş ve 227 katılımcıya ulaşılmıştır. Araştırma sonucunda, katılımcıların çoğu satın alma kararlarında ürünün sürdürülebilir olmasının tercih sebebi olduğunu belirtmiştir. Genel olarak katılımcıların sürdürülebilir ürünlere yönelik tutum ifadelerine olumlu yönde cevaplar verdiği tespit edilmiştir. Fark testleri sonucunda birbirine eş değer olan iki üründen sürdürülebilir olanı tercih ederim ifadesi için cinsiyete göre farklılık olduğu tespit edilmiştir. Yaşa göre değerlendirildiğinde sürdürülebilir ürün sunan markaların marka imajımı olumlu yönde etkilediğini düşünüyorum ve çevreye zarar veren ürünleri almaktan kaçınırım ifadelerine göre farklılık olduğu saptanmıştır. Eğitim ve gelir durumuna göre farklılığa bakıldığında sürdürülebilir ürün sunan markaların marka imajımı olumlu yönde etkilediğini düşünüyorum ve sürdürülebilir ürünü Covid 19 öncesi de tercih ediyordum ifadesine göre farklılık olduğu sonucuna ulaşılmıştır. Medeni durum açısından değerlendirildiğinde satın almayı düşündüğüm ürünlerin sürdürülebilir olması marka tercihimi olumlu etkiler ifadesine göre farklılığın görüldüğü tespit edilmiştir. Çocuk sayısına göre farklılığın sürdürülebilir ürünü Covid 19 döneminde kullanmaya başladım ifadesi için gözlemlendiği sonucuna ulaşılmıştır. Çalışma sürdürülebilir tüketim davranışlarını anlamak ve pazarlama stratejilerini optimize etmek için önemli bilgiler sunmaktadır. Sürdürülebilir ürünlere yönelik tutumların farklılığını daha iyi anlayarak, işletmelerin tüketici taleplerini karşılamak ve sürdürülebilirlik hedeflerine daha etkili bir şekilde ulaşmak için daha iyi stratejiler geliştirmelerine yardımcı olunabilir. Gelecekteki araştırmaların, sürdürülebilir tüketim eğilimlerini daha kapsamlı ve derinlemesine incelemesi, psikolojik faktörleri araştırmaya dahil etmesi incelenebilir. Bu tür çalışmalar, sürdürülebilir tüketim ve pazarlama alanında daha sağlam temellere dayalı kararlar alınmasına ve sürdürülebilirliğin teşvik edilmesine katkı sağlayacaktır.
In this study, it is aimed to examine the differences in attitudes towards sustainable products according to demographic characteristics. In the study, an online survey was used as a data collection tool and the survey form was created through Google Forms. Convenience sampling method was preferred as the sampling method and 227 participants were reached. As a result of the research, it was seen that most of the participants stated that the sustainability of the product was the reason for preference in their purchasing decisions, while the reasons for not preferring the product were trust, lack of information, accessibility and price. In general, it was determined that the participants responded positively to the attitude statements towards sustainable products. As a result of the difference tests, it was determined that there was a difference according to gender for the statement that I prefer the sustainable product from two equivalent products. When evaluated according to age, it was determined that there was a difference according to the statements that I think brands offering sustainable products positively affect my brand image and I avoid buying products that harm the environment. Considering the difference according to education and income status, it was concluded that there was a difference according to the statement that I think brands offering sustainable products positively affect my brand image and I preferred sustainable products before Covid 19. When evaluated in terms of marital status, it was determined that a difference was observed for the statement that the sustainability of the products I intend to purchase positively affects my brand preference. It was concluded that the difference according to the number of children was observed for the statement that I started using sustainable products during Covid 19. The study provides important information to understand sustainable consumption behaviors and optimize marketing strategies. By better understanding the differences in attitudes towards sustainable products, businesses can be helped to develop better strategies to meet consumer demands and achieve sustainability goals more effectively. Future research could be examined to examine sustainable consumption trends more comprehensively and in-depth, incorporating psychological factors into the research. Such studies will contribute to making more well-founded decisions and promoting sustainability in the field of sustainable consumption and marketing.
In this study, it is aimed to examine the differences in attitudes towards sustainable products according to demographic characteristics. In the study, an online survey was used as a data collection tool and the survey form was created through Google Forms. Convenience sampling method was preferred as the sampling method and 227 participants were reached. As a result of the research, it was seen that most of the participants stated that the sustainability of the product was the reason for preference in their purchasing decisions, while the reasons for not preferring the product were trust, lack of information, accessibility and price. In general, it was determined that the participants responded positively to the attitude statements towards sustainable products. As a result of the difference tests, it was determined that there was a difference according to gender for the statement that I prefer the sustainable product from two equivalent products. When evaluated according to age, it was determined that there was a difference according to the statements that I think brands offering sustainable products positively affect my brand image and I avoid buying products that harm the environment. Considering the difference according to education and income status, it was concluded that there was a difference according to the statement that I think brands offering sustainable products positively affect my brand image and I preferred sustainable products before Covid 19. When evaluated in terms of marital status, it was determined that a difference was observed for the statement that the sustainability of the products I intend to purchase positively affects my brand preference. It was concluded that the difference according to the number of children was observed for the statement that I started using sustainable products during Covid 19. The study provides important information to understand sustainable consumption behaviors and optimize marketing strategies. By better understanding the differences in attitudes towards sustainable products, businesses can be helped to develop better strategies to meet consumer demands and achieve sustainability goals more effectively. Future research could be examined to examine sustainable consumption trends more comprehensively and in-depth, incorporating psychological factors into the research. Such studies will contribute to making more well-founded decisions and promoting sustainability in the field of sustainable consumption and marketing.
Açıklama
Dış Ticaret Enstitüsü, Küresel Pazarlama ve Marka Yönetimi Ana Bilim Dalı
Anahtar Kelimeler
İşletme, Business Administration
