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Tüketicilerin tüketim tercih süreçlerine dair geliştirilen ve popülerliğini halen koruyan modellerden biri olan tüketim değerleri modeline göre tüketicilerin ürün tercihlerini fonksiyonel, sosyal, koşullara bağlı, duygusal ve epistemik olmak üzere beş farklı değer etkilemektedir. Kendilerini ve ürünlerini çevreci olarak konumlandırmayı tercih eden, ancak gerektiği kadar sorumlu davranmayan işletmelerin, tüketicilerinin beklentilerini olumsuz yönde etkiledikleri düşünülmektedir. Bu araştırma ile amaçlanan tüketicilerin, reklamlardaki yeşile boyamaya yönelik algılarının, onların yeşil tüketim değerlerinde farklılaşmaya yol açıp açmadığının ortaya konulmasıdır. Bu doğrultuda yapılan araştırmada olasılığa dayalı olmayan örnekleme yöntemlerinden biri olan kartopu örnekleme yöntemi kullanılmış olup Gümüşhane ilinde yaşayan ve yeşil tüketim yaptığını belirten 179 katılımcıya ulaşılmıştır. Elde edilen bulgular, “yeşile boyama” algı dereceleri açısından tüketicilerin anlamlı iki kümeye ayrıldıklarını göstermektedir. Öte yandan, bu ayrışmanın benzer şekilde onları yeşil tüketime güdüleyen fonksiyonel, duygusal, epistemik ve sosyal değerlerde hayat bulduğu, ancak koşullu değerde gerçekleşmediği tespit edilmiştir.
According to the consumption values model, one of the models developed on consumer preference processes and still preserving popularity, consumer product preferences are influenced by five different values: functional, social, conditional, emotional and epistemic. Companies that prefer to position themselves and their products as environmentally, but do not behave as responsible as necessary, are believed to have a negative impact on their consumer expectations. The purpose of this research is to find out whether consumers’ perceptions of green painting in advertisements lead to differentiation in their green consumption values. According to this study, one of the non-probability sampling methods, the cartridge sampling method was used and the 179 participants who lived in the Silkhouse province and said they had green consumption. The findings obtained show that consumers are divided into two meaningful columns in terms of "green painting" perception degrees. On the other hand, it has been found that this separation found life in functional, emotional, epistemic and social values that similarly drive them to green consumption, but did not occur in the conditional value.
According to the consumption values model, which is one of the models developed for the consumption preference processes of consumers and which still maintains its popularity, five different values which are functional, social, conditional, emotional and epistemic, affect the product preferences of consumers. It is thought that businesses that prefer to position themselves and their products as environmentalists but do not behave as responsible as necessary, negatively affect the expectations of their consumers. The purpose of this research is to find out whether consumers' perceptions about greenwashing in advertising lead to any differentiation in their green consumption values or not. In this research, snowball sampling method, which is one of the non-probability sampling methods, was used and 179 participants living in Gümüşhane province who stated that they have made green consumption were reached. The findings show that consumers are divided into two meaningful clusters in terms of their “greenwashing” perception levels. On the other hand, it was found that this divergence came to life in the functional, emotional, epistemic and social values that drive them to green consumption, but not in the conditional value.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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