Doğaya Saygı İle Çevrecilik Değerlerinin Tüketicilerin Marka Deneyimine Etkisi Üzerine Bir Araştırma

Amaç – Çevrecilik değerleri, doğaya saygı ve bireyin sahip olduğu çevresel öz varlıkları içermektedir. Çalışmada, doğaya saygı ve bireyin sahip olduğu öz varlıkların, çevre dostu marka deneyimini; çevre dostu marka deneyiminin de genel marka deneyimini, olumlu yönde etkileyip etkilemediğini analiz etmek amaçlanmıştır. Yöntem – Çalışmada, sürdürülebilirlik konusunda çevre dostu teknolojiye önem veren, Apple ve Samsung markaları baz alınmıştır. Veriler, akıllı cihaz kullanan tüketicilerden, online anket yöntemiyle toplanmıştır ve ilişkileri test etmek için Yapısal Eşitlik Modellemesi kullanılmıştır. Araştırmanın evreni, 18 yaş ve üzeri akıllı cihaz kullanan tüketicilerden oluşmaktadır. Evrene ulaşılmasının pratikte mümkün olmadığı dikkate alınarak örnekleme yapılmıştır. Evren ile ilgili bir genelleme yapma hedefi öngörülmediğinden tesadüfi olmayan örnekleme yöntemlerinde kolayda örnekleme yöntemi kullanılmıştır. Buna göre, araştırmanın katılımcıları, 18 yaş üstü, söz konusu iki marka akıllı cihazdan birini kullanan, 302 kişiden oluşmaktadır. Bulgular – Analiz sonucunda, doğaya saygının, çevre dostu marka deneyimine etkisi istatistiksel olarak anlamlı çıkmazken, bireyin sahip olduğu öz varlıkların çevre dostu marka deneyimine etkisi anlamlı bulunmuştur. Çevre dostu marka deneyiminin ise, genel marka deneyimini olumlu yönde etkilediği sonucuna ulaşılmıştır. Tartışma – Doğaya saygı ve bireyin çevreye ilişkin sahip olduğu öz varlıklar, kişisel çevre dostu davranışsal niyetleri açıklayan önemli öncüller olarak düşünülebilir. Markaların, müşterileriyle olan iletişimlerinde, çevreci marka deneyimi yaşamalarını sağlamaları, tüketicilerin genel marka deneyimlerini olumlu yönde şekillendirmektedir. Dolayısıyla markaların, çevreci politikalarını ön plana çıkararak, bu konuda müşterilerine daha fazla bilgi sunmaları ve farkındalığı artırmaları, çalışmada ele alınan, çevreci yaklaşımın önemini vurgular niteliktedir.

A Research on the Effect of Respect for Nature and Envıronmentalıst Values on the Brand Experıence of Consumers

Purpose – Environmentalist values refer to respect for nature and environmental self-assets. In this study, it is aimed to analyze whether respect for nature and the environmental self-assets positively affect the environmentally-friendly brand experience, and whether the environmentally-friendly brand experience also affects the overall brand experience in a positive way. Design/methodology/approach – The study was based on the Apple and Samsung brands, which attach importance to environmentally-friendly technology for sustainability. Data was collected from consumers using smart devices by online survey method and Structural Equation Model was used to test the relationships. The research population consists of consumers aged 18 and over who use smart devices. Sampling was performed considering that it is practically impossible to reach the population. Since the goal of generalizing about the population was not envisaged, the convenience sampling method was used in non-random sampling methods. Accordingly, the participants of the study consisted of 302 people over the age of 18, using one of the two brands of smart devices mentioned. Findings – As a result of the analysis, it was determined that the effect of respect for nature on the environmentally-friendly brand experience was not statistically significant, while the effect of the environmental self-assets on the environmentally friendly brand experience was found to be significant. It was concluded that the environmentally-friendly brand experience positively affected the overall brand experience. Discussion – Consumers' environmental self-assets play an important role in their experience with the brands acting with an environmentalist approach. The fact that brands enable an environmentallyfriendly brand experience in their communications with their customers positively shapes the overall brand experience of consumers. Therefore, the fact that brands bring their environmentalist policies to the forefront, provide more information to their customers and increase awareness, emphasize the importance of the environmentalist approach discussed in the study.

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