VEGAN TÜKETİM UYGULAMALARI ÜZERİNDE SÜRDÜRÜLEBİLİRLİK YAKLAŞIMI

Yıl 2023, Cilt: 16 Sayı: 3, 697 - 730, 30.09.2023

Zeynep Erdoğan , Esen Gürbüz

Öz

Konjonktürel gelişme ve değişmeler tüketici tercihlerinde de değişikliğe neden olmaktadır. Bilinçlenen ve duyarlılığı artan tüketicilerin çevre, hayvan, doğayı koruma vb. ekosisteme daha fazla önem vermeye başlaması ile birlikte, tüketici alışkanlıklarının beslenme, kozmetik, giyim vb. birçok alanda farklılaştığı görülmektedir. Satın alma davranışları beslenmenin ötesinde, hayat tarzını şekillendirmeye evrilmektedir. Toplumda bu anlayışta olan tüketicilerin her geçen gün artmasıyla birlikte, tüketici davranışlarını etkileyen faktörler arasında eco-sistem önemli olmaya başlamış ve işletmeler ürün ve/veyahizmetlerine vegan ve vejetaryen içerik ekleyerek hedef pazarlarını farklılaştırmış veya hedef pazar olarak bu tüketicileri seçmiştir. Tüketicinin vegan veya vejetaryen anlayışı günlük yaşamında birçok alanı kapsamakta, çevreci, doğayı koruyucu, havyan refahını arttırıcı eylemlere yönelik tutumlarını, satın alma davranışlarını ve markalara olan farkındalıklarını değiştirmektedir. İşletmelerin yaptıkları faaliyet ve çalışmalarını vegan bakış açısına göre yürütmesi sürdürülebilirliği desteklemelerine de önemli bir boyut kazandırmaktadır. İşletmelerin müşterilerinin vegan/vejetaryen yaşam tarzına hitap ederek uygulamalarına yansıtması, iş süreçlerine dahil etmesi, üretim ve hizmetlerinde yer vermesi sürdürülebilirliğe katkı sağlamaktadır. Yapılan çalışmada, vegan/vejetaryen ürünlerin sürdürülebilirlik yönü ele alınarak markaların vegan ürünler/hizmetler hakkında neler yaptıklarına değinilmektedir. Ayrıca işletmelerin, markaların, perakendelerin ve geçmişte yapılan vegan/vejetaryen tüketime yönelik araştırmalardan ve uygulamalardan bahsedilip konu ile ilgili genel bir çerçeve çizilmektedir

Anahtar Kelimeler

Vegan Tüketim, Vejetaryen Tüketim, Vegan Motivasyonlar, Vegan Gıda, Vegan Kozmetik, Vegan Giyim

SUSTAINABILITY APPROACH ON VEGAN CONSUMPTION PRACTICES

Öz

Cyclical developments and changes cause changes in consumer preferences. With the increasing awareness and sensitivity of consumers starting to give more importance to the eco-system such as environment, animal, nature protection, consumer habits such as nutrition, cosmetics, clothing, etc. appears to differ in many areas. Purchasing behaviors evolve to shape lifestyles beyond nutrition. With the increasing number of consumers with this understanding in society, the eco-system has become important among the factors affecting consumer behavior, and businesses have differentiated their target markets by adding vegan and vegetarian content to their products and/or services, or have chosen these consumers as the target market. Consumers' understanding of vegan or vegetarian covers many areas in their daily life, changing their attitudes towards environmentalist, nature-protecting, and animal welfare-enhancing actions, their purchasing behavior and their awareness of brands. Businesses contribute to sustainability by addressing the vegan/vegetarian lifestyle of their customers and reflecting them on their practices, including them in their business processes, and including them in their production and services. In the study, the sustainability aspect of vegan/vegetarian products is discussed and what brands do about vegan products/services. In addition, businesses, brands, retails, past researches and practices for vegan/vegetarian consumption are mentioned and a general framework is drawn on the subject.

Anahtar Kelimeler

Vegan Consumption, Vegetarian Consumption, Vegan Motivations, Vegan Food, Vegan Cosmetics, Vegan Clothing

Kaynakça

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