Sosyal Sorumluluk Projelerine Yönelik Tutumun, Satın Alma Davranışı ve Satın Alma Niyeti Üzerindeki Etkisi

Tüketici istek ve ihtiyaçlarının hızla değişmesi ve küreselleşme ile beraber işletmeler arasındaki rekabet büyük önem kazanmıştır. Günümüzde işletmeler, rekabet edebilmek için sosyal olarak sorumlu birer işletme olduklarını vurgulamaktadırlar. Bu kapsamda işletmenin sosyal sorumluluğu, sosyal meselelere verdiği önem ve bunların çözümü için verdiği destek gibi konular, birer rekabet aracı olarak kullanılmaktadır. Nitekim söz konusu kavramların önemini anlayan bir tüketici, satın alma davranışlarını sosyal açıdan da değerlendirebilecektir. Bu çalışmada tüketicilerin sosyal pazarlama projelerine yönelik tutumlarının, sosyal sorumluluk taşıyan –toplum, çevre ve istihdam konuları ile ilgili- satın alma davranışı ve satın alma niyeti üzerindeki etkisi test edilmektedir. Çalışmada tutumun, sosyal sorumluluk taşıyan satın alma davranışına yansıması ile ilgili yapısal bir model sunulmaktadır. Araştırma hipotezlerinin testi için nedensellik analizi olarak adlandırılan ve çok değişkenli bir analiz metodu olan Yapısal Eşitlik Modeli kullanılmıştır. Çalışmanın sonucu sosyal pazarlama projelerine yönelik tüketici tutumunun, sosyal sorumluluk taşıyan satın alma davranışı ve genel olarak satın alma niyeti üzerinde önemli derecede etkili olduğunu göstermektedir. Tüketicilerin sosyal pazarlama projelerine yönelik olumlu tutumları, özellikle toplumsal konular ile ilgili satın alımlara öncülük etmektedir.

Anahtar Kelimeler:

Sosyal sorumluluk projesi, sosyal sorumluluk taşıyan satın alma davranışı, satın alma niyeti

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consumers’ attitudes towards social marketing activities on purchase intention and socially responsible purchasing behavior related with society, employment and environment. The structural model presented in the study indicates the effects of attitude on socially responsible purchasing behavior and purchase intention. To test the hypothesis, a causality and a multi variable analysis method, called as Structural Equation Model, is used. The results of the study indicate that consumers’ attitudes towards companies’ socially responsible projects have significantly important effects on socially responsible purchasing behavior and purchase intention. Positive attitudes towards socially responsible projects are found to be the strongest antecedents of purchases on community issues

Keywords:

Social responsibility project, socially responsible purchasing behavior, purchase intention,

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