COVİD-19 DÖNEMİNDE YENİ EKOLOJİK PARADİGMANIN SOSYAL SORUMLU TÜKETİM DAVRANIŞINA ETKİSİ

Pandeminin yaşandığı ve dünyanın sarsıldığı bu dönemde, doğa ve insan yaşamının sürdürülebilirliğiyle ilgili değerlerin sahiplenilmesi gerekliliği dikkat çekerken, tüketimde farkındalığı artırmakla ilgili konular, insan-çevre ilişkisi hakkında daha yüksek düzeydeki değerleri ve içinde yaşadığımız dünya hakkındaki kapsayıcı inançları temsil eden sosyal sorumlu davranışlara odaklanılmasına sebep olmuştur. Covid-19 döneminde yeni ekolojik paradigmanın sosyal sorumlu tüketim davranışına etkisini belirlemek amacıyla bu çalışmada veri toplama aracı olarak, bir ekolojinin kuramsal yönünü ortaya koyabilmek için insanların dünya görüşlerini ölçmeyi amaçlayan yeni ekolojik paradigma ölçeği ile sosyal sorumlu tüketim davranışı ölçeği kullanılmıştır. Araştırma ilişkisel nicel araştırma niteliğindedir. Araştırmanın ana kütlesini İstanbul ilinde yaşamakta olan 479 tüketici oluşturmaktadır. Kolayda örnekleme yöntemi kullanılarak, çevrimiçi anket tekniğiyle araştırmanın verileri toplanmıştır. Araştırma kapsamındaki verilerin faktör analizi için uygunluğu belirlenmiştir. Değişkenler arasındaki ilişkilerin incelenmesi için korelasyon analizi ve ilişkilerin modellenmesi için ise regresyon analizi uygulanmıştır, Etki düzeyini ortaya koymak için de yapısal eşitlik modelinden yararlanılmıştır. Yeni ekolojik paradigma alt boyutlarından doğanın dengesi, muafiyet karşıtı ve anti- antroposentrizm bağımsız değişkenlerin anlamlı düzeylerde sosyal sorumlu tüketim davranışıyla ilişkili olduğu görülmüştür. Ekolojik sınırlar ve ekolojik kriz boyutlarının ise sosyal sorumlu tüketim davranışına etki etmediği bulunmuştur.

Anahtar Kelimeler:

Sosyal Sorumlu Tüketim, Yeni Ekolojik Paradigma, Covid-19

The Effect of New Ecological Paradigm On Socially Responsible Consumption Behaviour in the Covid-19 Era

In this period when the pandemic is experienced and the world is shaken, the necessity of owning the values related to nature and the sustainability of human life draws attention, while the issues related to raising awareness in consumption have led to a focus on socially responsible behaviors that represent higher values about the human-environment relationship and inclusive beliefs about the world we live in. To determine the effect of the new ecological paradigm on socially responsible consumption behavior in the Covid-19 period, the new ecological paradigm scale which aims to measure people's worldviews in order to reveal the theoretical side of an ecology and the socially responsible consumption behavior scale were used as data collection tools in this study. The research is relational quantitative research. The main mass of the research consists of 479 consumers living in Istanbul. The data of the research were collected by using the easy sampling method and the online survey technique. The suitability of the data within the scope of the research for factor analysis was examined, and the structural equation model was used to measure the effects between variables. It has been observed that the balance of nature, anti-exemption, and anti-anthropocentrism independent variables, which are sub-dimensions of the new ecological paradigm, are associated with socially responsible consumption behavior at significant levels in the Covid 19 period. It was found that the sub-dimensions of ecological crisis and ecological borders did not affect socially responsible consumption behavior.

Keywords:

Socially Responsible Consumtion Behavior, New Ecological Paradigm, Covid-19,

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