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Özgeci Değerin Sürdürülebilir Tüketici Tutum ve Davranışlarına Etkisi

Year 2022, Volume: 11 Issue: 3, 1474 - 1492, 30.09.2022
https://doi.org/10.15869/itobiad.1114902

Abstract

Sürdürülemez tüketim kalıplarından artan bilincin doğrudan davranışa yansıdığı sürdürülebilir tüketim şekillerine giden süreçte değer, tutum, davranış arasındaki ilişkilerin derinleştirilmesi daha da kritik bir hal almaktadır. Bu araştırmanın amacı, tüketicilerin özgeci değer düzeylerinin, sürdürülebilir tüketici tutumuna ve sürdürülebilir tüketici davranışına etkisini incelemektir. Bu bağlamda kolayda yöntemi ile örnekleme yöntemi ile çevrimiçi anket aracılığı ile 520 katılımcıdan veri toplanılmıştır. Araştırmada kapsamında toplanan bu veriler, istatistiksel programlar aracılığıyla öncelikle normallik testine daha sonra da korelasyon, faktör ve regresyon analizine tabi tutulmuştur. Analiz bulgularına göre özgeci değer ile sürdürülebilir tüketici tutumu arasında yüksek düzeyde ve pozitif yönlü bir ilişki olduğu ve özgeci değer ile sürdürülebilir tüketici davranışı arasında orta düzeyde ve pozitif yönlü bir ilişkili olduğu bulgusuna ulaşılmıştır. Bunun yanında özgeci değer sürdürülebilir tüketici tutumunu ve sürdürülebilir tüketici davranışını pozitif olarak etkilediği ve bunun yanında özgeci değerin sürdürülebilir tüketici tutumunu ve sürdürülebilir tüketici davranışını arttırdığı sonucu da elde edilmiştir. Ayrıca analiz bulguları ışığında, tüketicilerin özgecil değer ile tutum arasındaki ilişki düzeyi yüksekken, özgecil değer ile sürdürülebilir davranış arasındaki ilişki düzeyinin orta düzeyde olduğu gözlemlenmiştir. Sonuçlarımız alan yazında addedilen “yeşil boşluğun” kapatılması adına değer, tutum, davranış şeklindeki üçlü yapı ve bağıntıları temelinde sürdürülebilir tüketici davranışları anlamak, engelleri öngörmek ve yorumlamak için kritik bir anlayış sunmaktadır.

References

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  • Ajzen, I. ve Madden, T.J. (1986). Prediction of goal-directed behavior: attitudes, intentions and perceived behavioural control. Journal of Experimental Social Psychology, 22, 453-474.
  • Ajzen, I. (1988). From intentions to actions: A theory of planned behaviour. In: J. Kuhl and Beckmann (Eds.). Action Control: From cognition to behaviour. Heidelberg, Germany: Springer, 11-39.
  • Antimova, R., Nawijn, J. ve Peeters, P. (2012). The awareness/attitude‐gap in sustainable tourism: a theoretical perspective. Tourism Review, 67(3) ,7-16.
  • Ayar, I. ve Gürbüz, A. (2021). Sustainable consumption intentions of consumers in Turkey: a research within the Theory of Planned Behavior. SAGE Open, 11(3), 21582440211047563.
  • Bautista, R., Dui, R., Jeong, L. S. ve Paredes, M. P. (2020). Does altruism affect purchase intent of green products? A moderated mediation analysis. Asia-Pacific Social Science Review, 20(1), 159-170.
  • Belz, F. M. ve Peattie, K. J. (2013).Sustainability marketing: A global perspective. Second Edition. Chichester: Wiley.
  • Bonnes, M. ve Bonaiuto, M. (2002). Environmental Psychology: From Spatial-Physical Environment to Sustainable Development. In R. B. Bechtel, & A. Churchman (Eds.), Handbook of Environmental Psychology (pp. 28-54). New York: John Wiley & Sons.
  • Bray, J., Johns, N. ve Kilburn, D. (2011). An Exploratory Study into the Factors Impeding Ethical Consumption. Journal of Business Ethics, 98(4), 597–608.
  • Claudy, M. C., Peterson, M. ve O’Driscoll, A. (2012). I like it, but I won’t buy it: Exploring the attitude-behaviour gap for renewable energy adoption. In 37th Macromarketing Conference (324).
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  • Maslow, A.H. (1954). Motivation and Personality, Harper & Row, New York, NY
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  • Mazhar, W., Jalees, T., Asim, M., Alam, S. H., & Zaman, S. I. (2022). Psychological consumer behavior and sustainable green food purchase. Asia Pacific Journal of Marketing and Logistics.
  • Milfont, T. L., & Markowitz, E. (2016). Sustainable consumer behavior: A multilevel perspective. Current Opinion in Psychology, 10, 112–117.
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  • Nakip, M. (2006). Pazarlama Araştırmaları Teknikler ve Uygulamalar. Ankara, Seçkin Yayıncılık.
  • Nanggong, A. (2019). Perceived benefit, environmental concern and sustainable customer behavior on technology adoption. The Asian Journal of Technology Management, 12(1), 31-47.
  • Norwegian Ministry of the Environment, (1994). Oslo Roundtable on Sustainable Production and Consumption.
  • Powers, T. L. ve Hopkins, R. A. (2006). Altruism and consumer purchase behavior. Journal of International Consumer Marketing, 19(1), 107-130.
  • Prakash, G., Choudhary, S., Kumar, A., Garza-Reyes, J. A., Khan, S. A. R. ve Panda, T. K. (2019). Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation. Journal of Retailing and Consumer Services, 50, 163-169.
  • Roos, D. ve Hahn, R. (2017). Does shared consumption affect consumers' values, attitudes, and norms? A panel study. Journal of Business Research, 77, 113-123.
  • Rausch, T. M. ve Kopplin, C. S. (2021). Bridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing. Journal of Cleaner Production, 278.
  • Rushton, J. P. (1980). Altruism, socialization, and society. Englewood Cliffs, NJ: Prentice Hall.
  • Samarasinghe D.S.R. (2015). Green Attitudes & Behavior Gap: Obstructions to be Green. International Journal of Applied Business & Economic Research (IJABER) 13(3), 1461-1476.
  • Say, A. L., Guo, R. S. A. ve Chen, C. (2021). Altruism and social utility in consumer sharing behavior. Journal of Consumer Behaviour, 20(6), 1562-1574.
  • Scherer, R. F., Wiebe F. A., Luther, D. C. ve Adams J. S. (1988). Dimensionality of coping: factor stability using the ways of coping questionnaire. Psychological, Reports, 62, 763-770.
  • Schwartz, S. H. (1968). Words, deeds and the perception of consequences and responsibility in action situations. Journal of Personality and Social Psychology, 10(3), 232-242.
  • Schwartz, S.H. (1977). Normative influences on altruism. In Advances in experimental social psychology ,(10), 221-279.
  • Schwartz, S. H. ve Howard, J. A. (1980). Explanations of the moderating effect of responsibility denial on the personal norm-behavior relationship. Social Psychology Quarterly, 43(4), 441-446.
  • Schwartz, S. H. ve Howard, J. A. (1981). A Normative decision-making model of altruism. Altruism and Helping Behaviour,189-211.
  • Schwartz, S. H. (1994). Are there universal aspects in the structure and contents of human values? Journal of Social Issues, 50(4), 19–46.
  • Shao, A. T. (2002). Marketing Research: An Aid to Decision Making: Melissa Acuna.
  • Shin, Y. H., Moon, H., Jung, S. E. ve Severt, K. (2017). The effect of environmental values and attitudes on consumer willingness to pay more for organic menus: A value-attitude-behavior approach. Journal of Hospitality and Tourism Management, 33, 113-121.
  • Slevitch, L., Mathe, K., Karpova, E. ve Scott-Halsell, S. (2013). Green attributes and customer satisfaction: Optimization of resource allocation and performance. International Journal of Contemporary Hospitality Management, 25(6): 802–822.
  • Steg, L., ve Vlek, C. (2009). Encouraging pro-environmental behaviour: An integrative review and research agenda. Journal of Environmental Psychology, 29(3), 309–317.
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  • Stern, P., (2000). Toward a Coherent Theory of Environmentally Significant Behavior. Journal of Social Issues 56(3), 407-424
  • Song, S. ve Ko, E. (2017). Perceptions, attitudes, and behaviors towardsustainable fashion: Application of Q and Q‐R methodologies. International Journal of Consumer Studies,41(3), 264–273.
  • Şener, A. ve Hazer, O. (2008). Values and sustainable consumption behavior of women: a Turkish sample. Sustainable Development, 16(5), 291-300.
  • Tanner, C. ve Wölfing Kast, S. (2003). Promoting sustainable consumption: Determinants of green purchases by Swiss consumers. Psychology & Marketing, 20(10), 883-902.
  • Tapia-Fonllem, C., Corral-Verdugo, V., Fraijo-Sing, B. ve Durón-Ramos, M. F. (2013). Assessing sustainable behavior and its correlates: A measure of pro-ecological, frugal, altruistic and equitable actions. Sustainability, 5(2), 711-723.
  • Teng, Y. M., Wu, K. S. ve Liu, H. H. (2015). Integrating altruism and the theory of planned behavior to predict patronage intention of a green hotel. Journal of Hospitality & Tourism Research, 39(3), 299-315.
  • Triandis, H.C. (1994). Culture and Social Behavior. Mcgraw-Hill Book Company.
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Impact of Altruistic Value on Sustainable Consumer Attitudes and Behaviors

Year 2022, Volume: 11 Issue: 3, 1474 - 1492, 30.09.2022
https://doi.org/10.15869/itobiad.1114902

Abstract

Deepening the relations among the value, attitude and behavior becomes even more critical in the process leading from unsustainable consumption patterns to sustainable consumption patterns where increased consciousness is directly reflected on behavior. The aim of this manuscript is to investigate the impact of consumers' altruistic value levels on sustainable consumer attitude and sustainable consumer behavior. In this context, data were obtained from 520 participants through an online survey with the convenience method and sampling method. The data obtained within the scope of the research were firstly subjected to normality test and then to correlation, factor and regression analysis through statistical programs. As per to the results of the analysis, it was found that there is a high level and positive relationship between altruistic value and sustainable consumer attitude, and there exist a moderate and positive relationship between altruistic value and sustainable consumer behavior. In addition, the result was obtained that altruistic value positively affects sustainable consumer attitude and sustainable consumer behavior, and that altruistic value increases sustainable consumer attitude and sustainable consumer behavior. In addition, in the line with the analysis findings, it was observed that the level of relationship between altruistic value and attitude of consumers was high, while the level of relationship between altruistic value and sustainable behavior was moderate. Our results provide a critical understanding for sustainable consumer behaviors, predicting and interpreting obstacles on the basis of the tripartite structure and relations of value, attitude, behavior in order to close the “green gap” considered in the literature.

References

  • Ajzen, I. ve Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Englewood Cliffs, NJ: Prentice-Hall Inc.
  • Aoyagi-Usui, M., Vinken, H. ve Kuribayashi, A. (2003). Pro-environmental attitudes and behaviors: An international comparison. Human Ecology Review, 23-31.
  • Ajzen, I. ve Madden, T.J. (1986). Prediction of goal-directed behavior: attitudes, intentions and perceived behavioural control. Journal of Experimental Social Psychology, 22, 453-474.
  • Ajzen, I. (1988). From intentions to actions: A theory of planned behaviour. In: J. Kuhl and Beckmann (Eds.). Action Control: From cognition to behaviour. Heidelberg, Germany: Springer, 11-39.
  • Antimova, R., Nawijn, J. ve Peeters, P. (2012). The awareness/attitude‐gap in sustainable tourism: a theoretical perspective. Tourism Review, 67(3) ,7-16.
  • Ayar, I. ve Gürbüz, A. (2021). Sustainable consumption intentions of consumers in Turkey: a research within the Theory of Planned Behavior. SAGE Open, 11(3), 21582440211047563.
  • Bautista, R., Dui, R., Jeong, L. S. ve Paredes, M. P. (2020). Does altruism affect purchase intent of green products? A moderated mediation analysis. Asia-Pacific Social Science Review, 20(1), 159-170.
  • Belz, F. M. ve Peattie, K. J. (2013).Sustainability marketing: A global perspective. Second Edition. Chichester: Wiley.
  • Bonnes, M. ve Bonaiuto, M. (2002). Environmental Psychology: From Spatial-Physical Environment to Sustainable Development. In R. B. Bechtel, & A. Churchman (Eds.), Handbook of Environmental Psychology (pp. 28-54). New York: John Wiley & Sons.
  • Bray, J., Johns, N. ve Kilburn, D. (2011). An Exploratory Study into the Factors Impeding Ethical Consumption. Journal of Business Ethics, 98(4), 597–608.
  • Claudy, M. C., Peterson, M. ve O’Driscoll, A. (2012). I like it, but I won’t buy it: Exploring the attitude-behaviour gap for renewable energy adoption. In 37th Macromarketing Conference (324).
  • Comte, A. (1852). Catéchisme positiviste or Catechism of positivism, trans. R. Congreve. London: Kegan Paul.
  • Corral-Verdugo, V., Mireles-Acosta, J. F., Tapia-Fonllem, C. ve Fraijo-Sing, B. (2011). Happiness as correlate of sustainable behavior: A study of pro-ecological, frugal, equitable and altruistic actions that promote subjective wellbeing. Human Ecology Review, 95-104.
  • Çayırağası, F. ve Sakıcı, Ş. (2021). Avrupa Yeşil Mutabakatı (Green Deal) ve Birleşmiş Milletler Sürdürülebilir Kalkınma Hedefleri perspektifinde sürdürülebilir dijital pazarlama stratejileri. Gaziantep University Journal of Social Sciences, 20(4), 1916-1937.
  • Gleim, M. ve Lawson, S. J. (2014). Spanning the gap: an examination of the factors leading to the green gap. Journal of Consumer Marketing. 31(6/7), 503–514.
  • Essiz, O. ve Mandrik, C. (2022). Intergenerational influence on sustainable consumer attitudes and behaviors: Roles of family communication and peer influence in environmental consumer socialization. Psychology & Marketing, 39(1), 5-26.
  • Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: A review of theories, concepts, and latest research. Journal of Sustainable Tourism, 29(7), 1021-1042.
  • Ibtissem, M. H. (2010). Application of value beliefs norms theory to the energy conservation behaviour. Journal of Sustainable Development, 3(2), 129.
  • Joshi, Y. ve Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic management review, 3(1-2), 128-143.
  • Kadic-Maglajlic, S., Arslanagic-Kalajdzic, M., Micevski, M., Dlacic, J. ve Zabkar, V. (2019). Being engaged is a good thing: Understanding sustainable consumption behavior among young adults. Journal of Business Research, 104, 644-654.
  • Kaiser, F. G., Byrka, K., ve Hartig, T. (2010). Reviving Campbell’s paradigm for attitude research. Personality and Social Psychology Review, 14(4), 351-367.
  • Kim, M.-S. ve Stepchenkova, S. (2020). Altruistic values and environmental knowledge as triggers of pro-environmental behavior among tourists. Current Issues in Tourism, 23(1)3, pp. 1575-1580.
  • Kostadinova, E. (2016). Sustainable Consumer Behavior: Literature Overview. Economic Alternatives, (2), 224–234.
  • Lee, Y.K., Kim, S., Kim, M.S. ve Choi, J.G. (2014). Antecedents and interrelationships of three types of pro-environmental behavior. Journal of Business Research, 67(10), pp. 2097-2105.
  • Lee, K. (2014). Predictors of Sustainable Consumption among Young Educated Consumers in Hong Kong. Journal of International Consumer Marketing, 26(3), 217–238.
  • Leiserowitz, A. A., Kates, R. W. ve Parris, T. M. (2006). Sustainability values, attitudes, and behaviors: A review of multinational and global trends. Annual Review of Environment and Resources, 31, 413-444.
  • Liu, X., Zou, Y. ve Wu, J. (2018). Factors influencing public-sphere pro-environmental behavior among Mongolian college students: a test of value–belief–norm theory, Sustainability, 10(5,) ,1384.
  • Luchs, M. G. ve Mooradian, T. A. (2012). Sex, personality, and sustainable consumer behaviour: Elucidating the gender effect. Journal of Consumer Policy, 35(1), 127-144.
  • Maslow, A.H. (1954). Motivation and Personality, Harper & Row, New York, NY
  • Matharu, M., Jain, R. ve Kamboj, S. (2020). Understanding the impact of lifestyle on sustainable consumption behavior: a sharing economy perspective. Management of Environmental Quality: An International Journal,32(1), 20-40.
  • Mazhar, W., Jalees, T., Asim, M., Alam, S. H., & Zaman, S. I. (2022). Psychological consumer behavior and sustainable green food purchase. Asia Pacific Journal of Marketing and Logistics.
  • Milfont, T. L., & Markowitz, E. (2016). Sustainable consumer behavior: A multilevel perspective. Current Opinion in Psychology, 10, 112–117.
  • Mostafa, M. M. (2009). Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps. Expert systems with Applications, 36(8), 11030-11038.
  • Nakip, M. (2006). Pazarlama Araştırmaları Teknikler ve Uygulamalar. Ankara, Seçkin Yayıncılık.
  • Nanggong, A. (2019). Perceived benefit, environmental concern and sustainable customer behavior on technology adoption. The Asian Journal of Technology Management, 12(1), 31-47.
  • Norwegian Ministry of the Environment, (1994). Oslo Roundtable on Sustainable Production and Consumption.
  • Powers, T. L. ve Hopkins, R. A. (2006). Altruism and consumer purchase behavior. Journal of International Consumer Marketing, 19(1), 107-130.
  • Prakash, G., Choudhary, S., Kumar, A., Garza-Reyes, J. A., Khan, S. A. R. ve Panda, T. K. (2019). Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation. Journal of Retailing and Consumer Services, 50, 163-169.
  • Roos, D. ve Hahn, R. (2017). Does shared consumption affect consumers' values, attitudes, and norms? A panel study. Journal of Business Research, 77, 113-123.
  • Rausch, T. M. ve Kopplin, C. S. (2021). Bridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing. Journal of Cleaner Production, 278.
  • Rushton, J. P. (1980). Altruism, socialization, and society. Englewood Cliffs, NJ: Prentice Hall.
  • Samarasinghe D.S.R. (2015). Green Attitudes & Behavior Gap: Obstructions to be Green. International Journal of Applied Business & Economic Research (IJABER) 13(3), 1461-1476.
  • Say, A. L., Guo, R. S. A. ve Chen, C. (2021). Altruism and social utility in consumer sharing behavior. Journal of Consumer Behaviour, 20(6), 1562-1574.
  • Scherer, R. F., Wiebe F. A., Luther, D. C. ve Adams J. S. (1988). Dimensionality of coping: factor stability using the ways of coping questionnaire. Psychological, Reports, 62, 763-770.
  • Schwartz, S. H. (1968). Words, deeds and the perception of consequences and responsibility in action situations. Journal of Personality and Social Psychology, 10(3), 232-242.
  • Schwartz, S.H. (1977). Normative influences on altruism. In Advances in experimental social psychology ,(10), 221-279.
  • Schwartz, S. H. ve Howard, J. A. (1980). Explanations of the moderating effect of responsibility denial on the personal norm-behavior relationship. Social Psychology Quarterly, 43(4), 441-446.
  • Schwartz, S. H. ve Howard, J. A. (1981). A Normative decision-making model of altruism. Altruism and Helping Behaviour,189-211.
  • Schwartz, S. H. (1994). Are there universal aspects in the structure and contents of human values? Journal of Social Issues, 50(4), 19–46.
  • Shao, A. T. (2002). Marketing Research: An Aid to Decision Making: Melissa Acuna.
  • Shin, Y. H., Moon, H., Jung, S. E. ve Severt, K. (2017). The effect of environmental values and attitudes on consumer willingness to pay more for organic menus: A value-attitude-behavior approach. Journal of Hospitality and Tourism Management, 33, 113-121.
  • Slevitch, L., Mathe, K., Karpova, E. ve Scott-Halsell, S. (2013). Green attributes and customer satisfaction: Optimization of resource allocation and performance. International Journal of Contemporary Hospitality Management, 25(6): 802–822.
  • Steg, L., ve Vlek, C. (2009). Encouraging pro-environmental behaviour: An integrative review and research agenda. Journal of Environmental Psychology, 29(3), 309–317.
  • Stern, P. C., Dietz, T., Kalof, L. ve Guagnano, G. A. (1995). Values, beliefs, and proenvironmental action: Attitudes formation toward emergent attitude objects. Journal of Applied Social Psychology, 25, 1611-1636.
  • Stern, P.C., Dietz, T., Abel, T., Guagnano, G.A. ve Kalof, L., (1999). A value-belief-norm theory of support for social movements: the case of environmentalism. Human Ecology Review, 6, 81-98.
  • Stern, P., (2000). Toward a Coherent Theory of Environmentally Significant Behavior. Journal of Social Issues 56(3), 407-424
  • Song, S. ve Ko, E. (2017). Perceptions, attitudes, and behaviors towardsustainable fashion: Application of Q and Q‐R methodologies. International Journal of Consumer Studies,41(3), 264–273.
  • Şener, A. ve Hazer, O. (2008). Values and sustainable consumption behavior of women: a Turkish sample. Sustainable Development, 16(5), 291-300.
  • Tanner, C. ve Wölfing Kast, S. (2003). Promoting sustainable consumption: Determinants of green purchases by Swiss consumers. Psychology & Marketing, 20(10), 883-902.
  • Tapia-Fonllem, C., Corral-Verdugo, V., Fraijo-Sing, B. ve Durón-Ramos, M. F. (2013). Assessing sustainable behavior and its correlates: A measure of pro-ecological, frugal, altruistic and equitable actions. Sustainability, 5(2), 711-723.
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There are 69 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Filiz Çayırağası 0000-0001-5941-1320

Early Pub Date September 5, 2022
Publication Date September 30, 2022
Published in Issue Year 2022 Volume: 11 Issue: 3

Cite

APA Çayırağası, F. (2022). Özgeci Değerin Sürdürülebilir Tüketici Tutum ve Davranışlarına Etkisi. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 11(3), 1474-1492. https://doi.org/10.15869/itobiad.1114902

Journal of the Human and Social Science Researches is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY NC).