Yeşil Pazarlama Anlayışında Tüketicilerin Plastik Poşet Kullanımına Yönelik Bakış Açıları: Belçika Örneği

Yıl 2019, , 34 - 45, 20.02.2019

Yesevi Alperen Yasa , Ruziye Cop

https://doi.org/10.30855/gjeb.2019.5.1.003

Öz

Günümüzde tüketicilerin çevresel
kaygıları plastiklerin çevreye verdiği zararla birlikte artmıştır. Plastik
poşetler; doğada uzun yıllar çözünmemesi, çözünürken zehirli kimyasallar ile
çevreyi kirletmesi ve kanserojen olması gibi sebeplerle dünya üzerinde büyük
tahribatlara yol açmaktadır. Sosyal sorumluluk bilinci ile hareket eden
devletler, bu tahribatları engellemek için önlem alırken, işletmelerin de aynı
bilinç ile pazarlama faaliyetleri yürütmesi gerekmektedir. Toplumsal pazarlama
anlayışı çerçevesinde hareket eden bazı işletmeler tüketicilerin çevresel
kaygılarını bilerek plastik poşetleri ücretlendirme, doğada daha kısa sürede
çözünebilir poşetler kullanma, ürün portföylerine bez torbalar ekleme gibi
yollara başvurmaktadır. Bu çalışmanın amacı Belçika’da yaşayan tüketicilerin
plastik poşet kullanmaya yönelik tutum ve davranışlarını öğrenmektir. Bu
kapsamda kolayda örnekleme yöntemi ile tespit edilen 344 tüketiciden anket
yoluyla veri toplanmıştır. Veriler SPSS 16.0 paket programıyla frekans ve
ki-kare analizi yapılarak değerlendirilmiştir. Araştırma sonucunda katılımcı
kadınların plastik poşet karşıtı tutumlarının daha yüksek olduğu, yasal
düzenlemelerin uzun dönemde etkili olduğu; ancak, bu etkilerin devamlılığı için
bilgilendirici eğitimler verilmesi gerektiği ortaya çıkmıştır.

Anahtar Kelimeler

Yeşil Pazarlama, Plastik Poşet, Tutum, Davranış

Perspectives of Consumers Towards Plastic Bags Usage in Green Marketing Consept: A Sample in Belgium

Öz

Today, environmental concerns of consumers have increased along with the
harm that plastics have on the environment. Plastic bags are causing major
destruction on earth with the reasons of not dissolving in the environment for
many years, polluting the environment with toxic chemicals when dissolving and
being carcinogenic. When the governments, who are acting on social responsibility
awareness, are taking measures on preventing these destructions, it is
necessary for the businesses to carry out the marketing activities with the
same awareness. Some businesses have awareness of environmental concerns of the
consumers. These are applying the ways like charging for plastic bags, using
soluble bags in a shorter time in environment and adding cloth bags to their
product portfolios within the frame of social marketing approach. The purpose
of the study is to learn the attitudes and behaviors of consumers, who are
living in Belgium, towards using plastic bags. In this context, data were
gathered through survey from 344 consumer who are detected with convenience
sampling method. The data were analyzed by frequency and chi-square analysis with
SPSS 16.0 package program. As a result of the research, it is stated that the
legal regulations are effective in the long term; informative trainings should
be given for the continuity of these effects, and women's attitudes are higher
in terms of anti-use of plastic bags.

Anahtar Kelimeler

Green Marketing, Plastic Bag, Attitude, Behaviour

Kaynakça

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