Cilt 10 Sayı 3 (2022): Business & Management Studies: An International Journal
Makaleler

Sürdürülebilirlik mi moda mı? Genç eğitimli tüketicilerin ikinci el kıyafet satın almaya yönelik motivasyonları

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  • İlkin YARAN ÖGEL
İlkin YARAN ÖGEL
Arş. Görv. Dr., Afyon Kocatepe Üniversitesi, Afyonkarahisar, Türkiye
DOI: https://doi.org/10.15295/bmij.v10i3.2064

Yayınlanmış 2022-09-25

Anahtar Kelimeler

  • Theory of Planned Behaviour, Theory of Basic Values, Second-hand Clothing, Young Consumers
  • Planlı Davranış Teorisi, Temel Değerler Teorisi, İkinci El Kıyafet, Genç Tüketiciler

Nasıl Atıf Yapılır

YARAN ÖGEL, İlkin. (2022). Sürdürülebilirlik mi moda mı? Genç eğitimli tüketicilerin ikinci el kıyafet satın almaya yönelik motivasyonları. Business & Management Studies: An International Journal, 10(3), 817–834. https://doi.org/10.15295/bmij.v10i3.2064

Telif Hakkı (c) 2022 İlkin YARAN ÖGEL

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Özet

Planlı Davranış Teorisinden yola çıkan bu çalışma, genç eğitimli tüketicilerin ikinci el giysi satın alma motivasyonlarını yenilik arayışı, tutumluluk, çevre dostu olma ve hazine avcılığı olmak üzere dört ek değişkeni orijinal modele ekleyerek incelemektedir. Modele eklenen ek değişkenler Temel Değerler Teorisinden yola çıkarak oluşturulmuştur. Çalışmanın verileri yargısal örnekleme tekniği ile 344 katılımcıdan toplanmıştır. Değişkenler arasındaki varsayımsal ilişkiler yapısal eşitlik modellemesi ile test edilmiştir. Çalışmanın bulguları, ikinci el giysilere yönelik tutumların, öznel normların ve algılanan davranışsal kontrolün, ikinci el giysi satın alma niyetinin yordayıcıları olduğunu göstermiştir. Ayrıca, bulgular ikinci el kıyafet satın alma niyeti ve algılanan davranışsal kontrolün, ikinci el kıyafet satın alma davranışını yordadığını göstermiştir. Yenilik arama, tutumluluk, çevre dostu olma ve hazine avcılığının ikinci el kıyafet satın alma niyeti ve ikinci el kıyafet satın alma davranışı üzerindeki doğrudan etkisi anlamlı ve olumlu bulunurken, çalışmanın bulguları ikinci el kıyafet satın alma niyetinin genişletilmiş modelde aracılık rolü olduğunu ortaya koymuştur. Çalışma genç tüketicilere ve moda sektörünün uygulayıcılarına da önemli katkılar sağlamaktadır.

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