YEŞİL ÜRÜNLERDE ALGILANAN TÜKETİM DEĞERLERİNİN TÜKETİCİ SEÇİM DAVRANIŞINA ETKİSİ

Yıl 2020, Cilt: 29 Sayı: 3, 254 - 266, 26.10.2020

Didem Demir , Serap Çabuk

https://doi.org/10.35379/cusosbil.645205

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

THE EFFECT OF PERCEVIED CONSUMPTION VALUES IN GREEN PRODUCTS ON CONSUMER CHOICE BEHAVIOR

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

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