Elif KARAOSMANOĞLU, Mehmet OKAN, Didem Gamze IŞIKSAL, Neşenur ALTINİĞNE, Elif İDEMEN, Özge DEMİR

COVID-19 SÜRECİNDE TÜKETİCİ REFAHININ DÖNÜŞÜMÜ: KIRILGAN VE KIRILGAN OLMAYAN TÜKETİCİ GRUPLARININ KARŞILAŞTIRILMASI

Dönüştürücü tüketici araştırması olarak tasarlanan bu çalışma, pandeminin tüketiciler üzerindeki etkilerini ana hatlarıyla tüketim alışkanlıklarındaki değişim, kırılganlık, bireysel yılmazlık, sosyal sermaye ve tüketimde özdenetim üzerinden inceleyerek politika önerileri getirmeyi amaçlanmıştır. Bu amaçla değişkenler, salgının görece kontrol altına alınabildiği Temmuz–Ağustos 2020 döneminde ve salgının ikinci dalgasının yoğun olarak hissedildiği Kasım–Aralık 2020 döneminde olmak üzere panel veri (N= 616) şeklinde değerlendirilmiştir. Çalışmanın önemli bulgularını incelediğimizde: (1) Sosyal medya bağımlılığı, online alışveriş bağımlılığı, yeme bağımlılığı gibi tüketim örüntülerinde pandemi nedeniyle artan stres ile birlikte bozulmalar olduğu saptanmıştır. (2) Beklenenin aksine, gıda tüketim bağımlılığının sosyal izolasyon arttıkça, yani birey kendisini daha fazla yalnız hissettikçe, psikolojik esenliğe olumlu yansımalarının olduğu görülmüştür. (3) Diğer yandan artan stres, ekonomik kırılganlık ile birlikte psikolojik esenliğin daha fazla etkilenmesine neden olmaktadır. Bu bulgular doğrultusunda politika yapıcıların bu tip kriz dönemlerinde sağlıklı beslenme, stresten korunma gibi konularda sağlık iletişimine ağırlık vermesi önerilmektedir. Yine bu tip kriz dönemlerinde sosyal izolasyonun etkisinin azaltılması için özellikle de ekonomik kırılganlık yaşayan tüketicilerin yerel yönetimler / sivil toplum tarafından belirlenerek ücretsiz iletişim olanaklarına erişmelerinin sağlanması faydalı olacaktır. Belediyeler ve muhtarlıklar gibi yerel yönetimlerin ve sivil toplumun birlikte kuracağı yardımlaşma ağları, gerek ekonomik olarak dezavantajlı gruplara destek olmak, gerekse kurulabilecek psikolojik danışma merkezleri aracılığıyla psikolojik kırılganlıklar ve stresle baş etme konusunda faydalı olabilecektir.

Anahtar Kelimeler:

Tüketim alışkanlıkları, kırılganlık, yılmazlık, psikolojik esenlik, sosyal sermaye, toplum yanlısı davranış, tüketimde öz-denetim, Consumption patterns, vulnerability, resilience, psychological well-being, social capital, prosocial behaviors, regulatory consumption

TRANSFORMATION OF CONSUMER WELFARE DURING COVID-19: COMPARING VULNERABLE AND NON-VULNERABLE CONSUMERS

This study has been designed as transformative consumer research to investigate consumption pattern changes, vulnerability, individual resilience, social capital, and regulatory consumption behaviors and offers policy measures. Panel data (N= 616) on these variables have been collected in two waves: one during the normalization period, where the pandemic was relatively in control around July–August 2020, and the second during the second peak of the pandemic around November–December 2020 period. Some significant findings of the study can be summarized as: (1) Consumption patterns have been adversely affected by the increasing levels of stress exacerbated by the pandemic. (2) Contrary to expectations, food addiction positively affects psychological well-being at high levels of social isolation when consumers feel lonelier. (3) On the other hand, increased stress levels combined with economic vulnerability have an even more pronounced effect on psychological well-being. In light of these findings, in such crisis policymakers may focus on healthy eating awareness and stress reduction activities to affect consumption pattern disorders. Again, reducing the effects of social isolation on economically vulnerable populations by enabling free access to means of communication might be helpful. Local governments and civil society may cooperate in building social aid networks to support economically disadvantaged groups and setting up psychological counseling centers to help cope with psychological vulnerabilities and stress.

Keywords:

Consumption patterns, vulnerability, resilience, psychological well-being, social capital, prosocial behaviors, regulatory consumption,

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