Cilt 10 Sayı 4 (2022): Business & Management Studies: An International Journal
Makaleler

Z kuşağının sürdürülebilir tüketim davranışını etkileyen faktörlere yönelik keşifsel bir araştırma

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  • Oğuz YILDIZ ,
  • Alpaslan KELLECİ
Oğuz YILDIZ
Dr. Öğretim Üyesi, İstanbul Gelişim Üniversitesi, İstanbul, Türkiye
Alpaslan KELLECİ
Dr. Öğretim Üyesi, İstinye Üniversitesi, İstanbul, Türkiye
DOI: https://doi.org/10.15295/bmij.v10i4.2134

Yayınlanmış 2022-12-25

Anahtar Kelimeler

  • Pazarlama, Sürdürülebilir Kalkınma, Sürdürülebilir Tüketim, Tüketici İktisadı: Deneysel Analiz, Çevre ve Kalkınma
  • Marketing, Sustainable Development, Sustainable Consumption, Consumer Economics: Empirical Analysis, Environment and Growth

Nasıl Atıf Yapılır

YILDIZ , O. ., & KELLECİ, A. (2022). Z kuşağının sürdürülebilir tüketim davranışını etkileyen faktörlere yönelik keşifsel bir araştırma. Business & Management Studies: An International Journal, 10(4), 1474–1491. https://doi.org/10.15295/bmij.v10i4.2134

Telif Hakkı (c) 2022 Oğuz YILDIZ - Alpaslan KELLECİ

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Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Özet

Dünyanın farklı bölgelerinde yaşanan sel felaketleri, orman yangınları, balıkçılığın bitmesi, orman arazilerinin yok olması gibi iklim krizinin olumsuz etkileri, mevcut üretim ve tüketim anlayışının artık sürdürülemez olduğuna işaret etmektedir. Baskın Sosyal Paradigmanın etkisi altındaki geleneksel işletme anlayışı, dünyanın sınırlı kaynaklarını kar maksimizasyonu amacıyla tüketmiştir. Fakat bu baskın anlayış, bilinçli tüketiciler ve Z jenerasyonunun tüketim alışkanlıklarındaki değişimi yakalayamamış ve demode olmuştur. Günümüzde, bilinçli tüketiciler ve Z Kuşağı, işletmelerin olumsuz dışsallıklarını en aza indirmelerini ve ekonomik çıkarlardan çok, çevresel ve sosyal amaçlara katkıda bulunmalarını beklemektedir. Bu çalışma, Z kuşağı temsilcisi üniversite öğrencilerinin, sürdürülebilir tüketim davranışını etkileyen değişkenlerdeki boyutları belirlemeyi amaçlamaktadır. Çalışmada kolayda örnekleme yöntemi kullanılarak, İstanbul’daki üniversite öğrencilerinden yüz yüze anket yöntemiyle veriler toplanmıştır. Veriler analiz edilirken, veri, önce keşifsel faktör analizine, daha sonra doğrulayıcı faktör analizine tabi tutulmuştur. Daha önceki çalışmalardan farklı olarak, bu çalışma, sürdürülebilirliğin sosyal boyutunu içeren değişkenlerle birlikte, sürdürülebilir tüketim davranışını etkileyen unsurların, dokuz boyuttan oluştuğunu belirlemektedir. Bu boyutlar; çevresel ve sosyal endişeler, çevresel ve sosyal problemlere yönelik ciddiyet algısı ve sorumluluk algısı, çevresel ve sosyal problemler hakkındaki bilinç seviyesi, ülke imajı, ağızdan ağıza iletişimin etkisi, sosyal normlar, sürdürülebilir tüketime yönelik tutum ve niyetten oluşmaktadır.

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