Sürdürülebilir Tüketimde Yeniden Amaçlandırmanın Görsellerle Anlamlandırılması

Year 2022, Volume: 6 Issue: 2, 2457 - 2479, 31.05.2022

Feyza Ağlargöz

https://doi.org/10.29023/alanyaakademik.1082081

Cited By: 2

Abstract

Bu araştırmanın amacı sürdürülebilir tüketim yollarından biri olan yeniden amaçlandırmanın tüketiciler tarafından pazarlama kapsamında nasıl anlamlandırıldığını keşfetmektir. Araştırmada Zaltman Metafor Çıkarım Tekniğini (ZMET) kullanarak niteliksel bir yaklaşım izlenmiştir. Katılımcılarla görseller üzerinden ZMET aşamaları izlenerek derinlemesine görüşmeler yapılmıştır. Görüşmeler sonucunda analiz edilen veriler ve görseller aracılığıyla kavrama yönelik bir zihin haritası ve bir görsel kolaj elde edilmiştir. Araştırmanın sonuçlarına göre katılımcılar kavramın sürdürülebilirlik özelinde işlevsel yönünün farkındadır. Yaratıcı buldukları bu tüketim şekli hem ikinci bir hayat kazandırarak ürünlerin ömrünü uzatmakta hem de tekrar pazarlanabilir olma potansiyeli taşımaktadır. Yeniden amaçlandırma gücünü nostalji etkisinden ve umuttan almakta gelecek ve geçmişi bir araya getirerek yeni sürdürülebilir bir değer yaratmaktadır. Tüketicilere huzur ve güven, mutluluk ve güzellik getirmekte, tüketiciler özdeşim kurdukları bu kavramda sürdürülebilir dünya olasılığı bulmaktadır.

Keywords

Sürdürülebilirlik, Sürdürülebilir Tüketim, Yeniden Amaçlandırma, Zaltman Metafor Çıkarım Tekniği, ZMET

Making Sense of Repurposing In Sustainable Consumption By Visuals

Abstract

This research aims to explore how repurposing, which is one of the sustainable consumption ways, is interpreted by consumers within the scope of marketing. A qualitative approach was followed in the research by using the Zaltman Metaphor Elicitation Technique (ZMET). In-depth interviews were conducted with the participants by following the ZMET stages through visuals. As a result of the interviews, the analyzed data and visuals obtained a mind map and a visual collage for the concept. According to the research results, the participants are aware of the functional aspect of the concept in terms of sustainability. This way of consumption, which they find creative, extends the life of products by giving them a second life and has the potential to be marketable. Repurposing takes its power from the effect of nostalgia and hope and creates a new sustainable value by bringing the future and the past together. It brings peace, trust, happiness, and beauty to consumers, and they find the possibility of a sustainable world in this concept they identify with themselves.

Keywords

Sustainability, Sustainable Consumption, Repurposing, Zaltman Metaphor Elicitation Technique, ZMET

References

• AGUIRRE, D. (2010). Design for repurposing. A sustainable design strategy for product life and beyond. Yayınlanmamış Yüksek Lisans Tezi. Emily Carr University of Art + Design. Vancouver, British Columbia.
• ALI, M. I. M., SHAUKAT, M. M. MERAH, N. ve PASHAH, S. (2020). “Product Repurposing: Typology and Resign Considerations”. Journal on Innovation and Sustainability (11)2: 18-32.
• ASSEFA, G. ve AMBLER, C. (2017). “To Demolish or Not to Demolish: Life Cycle Consideration of Repurposing Buildings”. Sustainable Cities and Society, 28(2017): 146–153.
• ATKINSON, P. (2020). “It Might Be Rubbish, But It’s My Rubbish”: How the Makers of Cigar Box Guitars Resist Throwaway Culture”. Journal of Sustainability Research, 2(4): 1-18.
• BALDERJAHN, I., BUERKE, A., KIRCHGEORG, M., PEYER, M., SEEGEBARTH, B. ve WIEDMANN, K. (2013). “Consciousness For Sustainable Consumption: Scale Development and New Insights in The Economic Dimension of Consumers’ Sustainability”. AMS Review, 3(4): 181-192.
• BAUER, T, BRISSAUD, D., ve ZWOLINSKI, P. (2017). Design for High Added-Value End-of-Life Strategies. In: R., Stark, G., Seliger, ve J., Bonvoisin (Eds.), Sustainable Manufacturing. Sustainable Production, Life Cycle Engineering and Management (pp. 113-128). Springer, Cham.
• BELK, R. W. (1990). “The Role of Possessions in Constructing and Maintaining a Sense of Past”. Advances in Consumer Research, 17: 669–676.
• BLOSSOM, E. (2011) Material Change: Design Thinking and the Social Entrepreneurial Movement. Metropolis Books, New York.
• Cambridge Dictionary (2022). https://dictionary.cambridge.org/us/dictionary/english/repurpose (Erişim Tarihi: 09.02.2022).
• CHO, E., GUPTA, S. ve KIM, Y. (2015). “Style Consumption: Its Drivers and Role İn Sustainable Apparel Consumption”. International Journal of Consumer Studies, 39(6): 661–669.
• Circular Economy Practioner Guide (2022). Repurposing. https://www.ceguide.org/Strategies-and-examples/Dispose/Repurposing (Erişim Tarihi: 09.02.2022).
• CONNOLLY, J. ve PROTHERO, A. (2003). “Sustainable Consumption: Consumption, Consumers and The Commodity Discourse”. Consumption, Markets and Culture, 6(4): 275-291.
• COULTER, R. (2006). Consumption Experiences as Escape: An Application Of The Zaltman Metaphor Elicitation Technique, İçinde Belk, R, (Ed.), Handbook of Qualitative Research Methods in Marketing, Edward Elgar, Cheltenham, pp. 400-418.
• COULTER, R.A., ZALTMAN, G. ve COULTER, K.S. (2001). “Interpreting Consumer Perceptions of Advertising: An Application Of The Zaltman Metaphor Elicitation Technique”. Journal of Advertising, 30(4): 1-21.
• COVA, V. ve KREZIAK, D. (2015). (C)upcycling. Consumer Culture Theory. Conference, Helsinki, July 2015.
• DE LEEDE, A., LEPELAAR, M., GROOTE SCHAARSBERG, N., VAN VORSSELEN, J. ve OSKAM, I. (2021). Repurpose Driven Design- A Practice-Based Evaluation of Design Methods For Repurposing. 4th PLATE 2021 Virtual Conference Limerick, Ireland- 26-28 May 2021.
• Deloitte (2021). Shifting sands: Are consumers still embracing sustainability? https://www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-consumer.html (Erişim Tarihi: 19.02.2022).
• DORAN, P. (2021). Doing More with Less: Ensuring Sustainable Consumption and Production. https://www.iisd.org/articles/doing-more-less-ensuring-sustainable-consumption-and-production (Erişim Tarihi: 16.02.2022).
• EIKE, R., IRICK, E., MCKINNEY, E., ZHANG, L., ve SANDERS, E. (2020). Repurposing Design Process. In S.S. Muthu ve M. A. Gardetti (Eds.), Sustainability in The Textile and Apparel İndustries. Sustainable Textiles, Clothing Design and Repurposing (pp. 189-240). Springer, Cham.
• ELKINGTON, J. (1997). Cannibals With Forks: The Triple Bottom Line of 21st Century Business. Capstone Publication, London.
• ELKINGTON, J. (2018). 25 Years Ago I Coined the Phrase “Triple Bottom Line.” Here’s Why It’s Time to Rethink It. https://hbr.org/2018/06/25-years-ago-i-coined-the-phrase-triple-bottom-line-heres-why-im-giving-up-on-it (Erişim Tarihi: 18.02.2022).
• EMMENS-WILSON, E. (2021). Elizabeth Emmens-Wilson’s Life Journey and Reflections as An Upcycle. In K. Sung, J. Singh, ve B. Bridgens (Eds.), State-Of-The-Art Upcycling Research and Practice. Proceedings of the International Upcycling Symposium (pp.131-134). Springer, Cham.
• Euromonitor (2022). Top 10 Global Consumer Trends 2022. https://go.euromonitor.com/white-paper-EC-2022-Top-10-Global-Consumer-Trends.html (Erişim Tarihi: 25.01.2022).
• European Parliament (2022). Right to Repair. https://www.europarl.europa.eu/RegData/etudes/BRIE/2022/698869/EPRS_BRI(2022)698869_EN.pdf (Erişim Tarihi: 19.02.2022).
• HAKAM, J. J. (2016). Attitudes Towards Waste Management – The Case in Oman. https://www.ecomena.org/waste-management-oman/ (Erişim Tarihi: 13.02.2022).
• HANCOCK, C. (2021). ZMET Method Workshop. Organized by Academy of Marketing Visual Methods SIG. (17 November 2021).
• HANCOCK, C. ve FOSTER, C. (2019). “Exploring the ZMET Methodology in Services Marketing”. Journal of Services Marketing, 8: 1-11.
• HERNANDEZ, R. J., MIRANDA, C. ve GOÑİ, J. (2020). “Empowering Sustainable Consumption by Giving Back to Consumers the ‘Right to Repair”. Sustainability, 12(3): 850-865.
• HITCHINGS, R., COLLINS, R. ve DAY, R. (2015). “Inadvertent Environmentalism and The Action Value Opportunity: Reflections from Studies at Both Ends Of The Generational Spectrum”. Local Environment, 20(3): 369–385.
• IRICK, E. M. ve EIKE, R., (2020) “Analysis of the Availability of Second-hand Clothing as the Raw Materials for Repurposing”, Sustainability in Fashion Proceedings 1(1).
• IRICK, E., EIKE, R. J., CHO, S. ve KIM, M. (2020). “Repurposing Apparel: A Guided Process for Sustainable Design Education”. International Journal of Fashion Design, Technology and Education, 13(3): 280-291.
• JACKSON, T. (2005). “Live Better By Consuming Less?: Is There A “Double Dividend” In Sustainable Consumption?” Journal of Industrial Ecology, 9(1-2): 19–36.
• JESTRATIJEVIC, I., MAYSTOROVICH, I. ve VRABIC-BRODNJAK, U. (2022). “The 7 Rs Sustainable Packaging Framework: Systematic Review of Sustainable Packaging Solutions in The Apparel and Footwear Industry”. Sustainable Production and Consumption, 30 (2022): 331–340.
• KAMLEITNER, B., THURRIDL, C. ve MARTIN, B. A. S. (2019). “A Cinderella Story: How Past Identity Salience Boosts Demand for Repurposed Products”. Journal of Marketing, 83(6):76-92.
• KHOO-LATTIMORE, C. ve PRIDEAUX, B. (2013). “ZMET: A Psychological Approach to Understanding Unsustainable Tourism Mobility”. Journal of Sustainable Tourism, 21(7): 1036–1048.
• KOTLER, P., ARMSTRONG, G., HARRIS, L. C. ve HE, H. (2020). Principles of Marketing. (8th European Edition). Pearson.
• LEE, J. Y., HALTER, H., JOHNSON, K. K.P. ve JU, H. (2013). “Investigating Fashion Disposition with Young Consumers”. Young Consumers, 14(1): 67-78.
• LEE, M. S.W., DEWHIRST, T. ve CHERRIER, H. (2018). “Introduction to the Special Section: The Domain and Intersection of Anticonsumption, Marketing, and Public Policy”. Journal of Public Policy & Marketing, 37(2): 189-194.
• LIN, B. ve HUANG, E.M. (2010). Reuse: Promoting Repurposing through an Online DIY Community. CHI 2010, April 10–15, 2010, Atlanta, Georgia, USA.
• LIM, W. M. (2017). “Inside The Sustainable Consumption Theoretical Toolbox: Critical Concepts for Sustainability, Consumption, and Marketing”. Journal of Business Research, 78(2017): 69–80.
• LUCHS, M. G., NAYLOR, R. W., ROSE, R. L., CATLIN, J. R., GAU, R., KAPITAN, S., MISH, J., OZANNE, L., PHIPPS, M. ve SIMPSON, B. (2011). “Toward a Sustainable Marketplace: Expanding Options and Benefits for Consumers”. Journal of Research for Consumers, 19: 1-12.
• MARTIN-WOODHEAD, A. (2021). “Limited, Considered and Sustainable consumption: The (Non)Consumption Practices of UK Minimalists”. Journal of Consumer Culture, 0(0) 1–20.
• MC ANDREWS, L. ve NORUM, P. (2013). The Education of Sustainable Consumers: An Analysis of Sewing Education and Disposal Activity. International Textile and Apparel Association, Inc. Proceedings, #70.
• MCQUEEN, R., KOWTON, J. ve DEGENSTEIN, L. (2020). Smell and Sustainability: Can Odour Shorten the Life Span of Clothing? In L. McNeill (Ed.), Transitioning to responsible consumption and production (pp. 129-151). Basel: MDPI.
• MARCHEGIANI, C. ve PHAU, I. (2011). “The Value of Historical Nostalgia for Marketing Management”. Marketing Intelligence & Planning, 29(2): 108-122.
• MONT, O., LEHNER, M., SCHOONOVER, H. (2021). Business Models for Sustainable Consumption: Inspirational Examples from The Furniture and Home Textiles Sectors. Mistra Sustainable Consumption, Report 1:9. KTH Royal Institute of Technology.
• ÖZÇELIK, A. ve KAPLAN, A. (2021). Multiple Lives of the Products: An Investigation of Products’ Journey in Freecycle Community. NORDES 2021: Matters of Scale, 9.
• PATTON, M.Q. (2015) Qualitative Research and Evaluation Methods (4.Baskı), SAGE.
• SCOTT, K. A. ve WEAVER, S. T. (2018). “The Intersection of Sustainable Consumption and Anticonsumption: Repurposing To Extend Product Life Spans”. Journal of Public Policy & Marketing, 37(2): 291-30.
• SOYER, M. ve DITTRICH, K. (2021). “Sustainable Consumer Behavior in Purchasing, Using and Disposing of Clothes”. Sustainability, 13(15): 8333.
• TEMPERLEY, J. ve TANGEN, D. (2006). “The Pinocchio Factor in Consumer Attitudes Towards Celebrity Endorsement: Celebrity Endorsement, The Reebok Brand, And an Examination of a Recent Campaign”. Innovative Marketing, 2(3): 97-111.
• TILDESLEY, A. M. ve COOTE, L. V. (2009), “This Brand Is Me: A Social Identity Based Measure of Brand Identification”, in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN: Association for Consumer Research, Pages: 627-628.
• TOFFLER, A. (1980). Third Wave. Bantam Books.
• ULASEWICZ, C. ve BAUGH, G. (2013). Creating New from That Which Is Discarded. The Collaborative San Francisco Tablecloth Repurposing Project. In M. A. Gardetti ve A. L. Torres (Eds.), Sustainability in Fashion and Textiles. Values, Design, Production and Consumption (pp.164-181). Routledge, New York.
• UNEP (2022). GOAL 12: Sustainable consumption and production. https://www.unenvironment.org/explore-topics/sustainable-development-goals/why-do-sustainable-development-goals-matter/goal-12 (Erişim Tarihi: 19.02.2022).
• WESTBROOK, G., ANGUS, A., MACKINSON, D., SCHNEIDER, B. ve CAZIN, N. (2022). [Webinar] Top 10 Global Consumer Trends 2022. Thursday, February 24, 2022.
• WOLF, M. ve MCQUITTY, S. (2011). “Understanding the Do-It-Yourself Consumer: DIY Motivations and Outcomes”. AMS Review 1(3-4): 154- 170.
• ZALTMAN, G. (2003). How Customers Think. Essential Insight into The Mind of the Market. Harvard Business School Press.
• ZALTMAN, G. ve COULTER, R. H. (1995). “Seeing the Voice of the Customer: Metaphor-Based Advertising Research”. Journal of Advertising Research, 35(4): 35-51.
• ZALTMAN, G. ve ZALTMAN, L. H. (2008). Marketing Metaphoria: What Seven Deep Metaphors Reveal About the Mindsofconsumers. Harvard Business Press, Boston, Massachusetts.