BİREYSEL TÜKETİCİLERİN HANE İÇİ ENERJİ TASARRUFU DAVRANIŞLARINA ETKİ EDEN FAKTÖRLERİN İNCELENMESİ

Bu çalışmanın amacı, bireysel tüketicilerin hane içi enerji tasarrufu davranışına etki eden faktörlerin, Planlı Davranış Teorisi ve Norm Aktivasyonu Teorisi ışığında incelenmesidir. Bu çerçevede çalışmada; algılanan tüketici etkinliği, buyruksal sosyal norm ve ihtiyaç farkındalığı faktörlerinin kişisel norm üzerindeki etkisi ile kişisel norm ve enerji tasarrufu davranışı ilişkisinde objektif çevresel bilginin düzenleyici rolü araştırılmaktadır. Çalışmanın analizinde 270 bireysel tüketiciden anket yöntemi ile elde edilen veriler kullanılmıştır. Analizler sonucunda, tüketicilerin enerji tasarrufunda bulunmaya yönelik kişisel normlarına, ihtiyaç farkındalıklarının ve buyruksal sosyal normlarının olumlu yönde etkide bulunduğu ortaya koyulmuştur. Çalışma, söz konusu iki teoriyi bir araya getirerek, sosyal norm ve ihtiyaç farkındalığı etkilerinin birlikte incelenmesi açısından enerji tasarrufu literatürüne katkıda bulunmaktadır.

Anahtar Kelimeler:

Enerji Tasarrufu Davranışı, Algılanan Tüketici Etkinliği, Buyruksal Sosyal Norm, İhtiyaç Farkındalığı, Kişisel Norm

EXAMINATION OF THE FACTORS AFFECTING INDIVIDUAL CONSUMERS' IN-HOUSE ENERGY CONSERVATION BEHAVIORS

This study aims to examine the factors affecting the energy conservation behaviors of individual consumers in the light of Planned Behavior Theory and Norm Activation Theory. With this aim, the study examines the effect of perceived consumer effectiveness, injunctive social norms and awareness of need on personal norms; and the moderator role of objective environmental knowledge on the relationship between personal norms and energy conservation behavior. Data from 270 individual consumers were used in the analysis of the study. As a result of the analyses, it was found that awareness of need and injunctive social norms have positive effect on consumers’ norms for energy conservation. The study contributes to the energy conservation literature by bringing two theories together and examining the effects of social norms and awareness of need.

Keywords:

Energy Conservation Behavior, Perceived Consumer Effectiveness, Injunctive Social Norm, Awareness of Need, Personal Norm,

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