SÜRDÜRÜLEBİLİRLİK FARKINDALIĞININ ETKİSİ VE SÜRDÜRÜLEBİLİR MODA GİYSİLERİNİ SATIN ALMA NİYETİNE YÖNELİK TUTUM: SÜRDÜRÜLEBİLİRLİĞE YÖNELİK BAĞLILIĞIN ARABULUCU ROLÜ

Sürdürülebilirlik konusunun geçtiğimiz bir kaç on yıllık sürede dikkatleri üzerine çektiği görülmektedir. Mevcut dönemde gerçekleştirilen eylemlerin gelecek nesiller üzerindeki olası etkilerinin asgari düzeyde olmasını ümit eden kamu, özel sektör ve müşteriler, sürdürülebilirlik konularına büyük önem atfetmektedirler. Buna rağmen, akademik literatür müşteri sürdürülebilirlik bilgisi - davranış ilişkisi konusunda bir araştırma boşluğu olduğuna işaret etmektedir. Bahsekonu boşluğu doldurmak amacıyla gerçekleştirilen mevcut araştırma, 1 sürdürebilirlik farkındalığı ve sürdürülebilirliğe yönelik yaklaşımların sürdürülebilirliğe olan bağlılık ve sürdürülebilir moda giysilerini satın alma yönelimine olan etkisini belirlemek, 2 sürdürülebilirliğe yönelik bağlılık ve satın alma yönelim ilişkisini test etmek ve 3 sürdürülebilirliğe yönelik bağlılığın, sürdürülebilirlik farkındalığı, yaklaşımlar ve satın alma yönelimi ilişkisindeki arabuluculuk rolünü netleştirmek üzere tasarlanmıştır. Bu çalışmada nicel araştırma yöntemi kullanılmış olup, veriler Kuzey Kıbrıs’ta öğrenim gören uluslararası öğrenciler tarafından cevaplanan 400 adet anketten oluşmaktadır. Veriler PLS-SEM kullanılarak analiz edilmiştir. Araştırma sonuçları, sürdürülebilirlik farkındalığının sürdürülebilirliğe yönelik bağlılığı önemli derecede etkilediğini ve ayni etkinin daha sonra sürdürülebilir moda giysilerini satın alma yönelimine de yansıdığını göstermektedir. Mevcut araştırma ayrıca, sürdürülebilir yaklaşımların, sürdürülebilir kıyafetleri satın alma yönelimini etkilediğini ancak sürdürülebilirliğe olan bağlılık üzerinde herhangi bir etkisi bulunmadığını ortaya koymaktadır. Bu da sürdürülebilirliğe yönelik bağlılığın sadece sürdürülebilirlik farkındalığı ve sürdürülebilir moda giysilerini satın alma yöneliminde bir arabulucuk rolü oynadığını göstermektedir. Sonuçların gerek teorik gerekse pratik çıkarımları araştırmada sunulmaktadır

Anahtar Kelimeler:

Sürdürülebilirlik farkındalığı, sürdürülebilirliğe yönelik yaklaşımlar, satın alma yönelimi, sürdürülebilir moda, Kuzey Kıbrıs

IMPACT OF SUSTAINABILITY AWARENESS AND ATTITUDES ON INTENTION TO PURCHASE SUSTAINABLE FASHION CLOTHING: MEDIATING ROLE OF SUSTAINABILITY COMMITMENT

Sustainability has gained its attention in last decades, and nowadays both public and private sector, as well as customers give high importance to the sustainability issues, expecting the present actions to have minimal economic, social and environmental impact on future generations. Nevertheless, academic literature indicate existing research gap on customer sustainability knowledge- behavior relationship. To address the gap in the literature, current study is designed to 1 identify sustainability awareness and sustainability attitudes impact on sustainability commitment and intention to purchase sustainable fashion clothing, 2 test the sustainability commitment and purchase intent relationship and to 3 clarify the mediating role of sustainability commitment in sustainability awareness, attitudes and purchase intention relationship. Quantitative study approach was used and total of 400 questionnaires filled by international students studying in Northern Cyprus were used for the analysis. Data then was analyzed using PLS-SEM. The results of the study indicate that sustainability awareness significantly impacts sustainability commitment, which then has an impact on purchase intent for sustainable fashion clothing. In contrast, sustainable attitudes does impact purchase intent for sustainable clothing, but does not have an influence on sustainability commitment. Therefore, sustainability commitment plays the mediating role only in sustainability awareness and purchase intent for sustainable clothing relationship. Drawn from the current outcomes, both theoretical and practical implications are presented in the research

Keywords:

Sustainability awareness, sustainability attitudes, purchase intention, sustainable fashion, Northern Cyprus,

PDF

___

Aaker, D. A., and Day, G. S. (1974). A dynamic model of relationships among advertising, consumer awareness, attitudes, and behavior. Journal of Applied Psychology, 59(3), 281.
Ab Hamid, M. R., Sami, W., and Sidek, M. M. (2017, September). Discriminant validity assessment: Use of Fornell and Larcker criterion versus HTMT criterion. In Journal of Physics: Conference Series (Vol. 890, No. 1, p. 012163). IOP Publishing.
Abbas, M., Gao, Y., and Shah, S. (2018). CSR and Customer Outcomes: The Mediating Role of Customer Engagement. Sustainability, 10(11), 4243.
Abidin, N. Z., and Pasquire, C. L. (2007). Revolutionize value management: A mode towards sustainability. International Journal of Project Management, 25(3), 275-282.
Abramovich, A., and Loria, Y. (2015). The long-term impact of an education for sustainability course on Israeli science and technology teachers’ pro- environment awareness, commitment and behaviour. Australian Journal of Environmental Education, 31(2), 264-279.
Ahluwalia, R., Burnkrant, R. E., and Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of marketing research, 37(2), 203-214.
Alevizou, P. J., Oates, C. J., and McDonald, S. (2018). Signalling sustainability: approaches to on-pack advertising and consumer responses. In American Academy of Advertising. Conference. Proceedings (Online) (pp. 74-77). American Academy of Advertising.
Al-Htibat, A., and Garanti, Z. (2019). Impact of interactive eReferral on tourists behavioral intentions. Marketing Intelligence and Planning.
Basiago, A. D. (1998). Economic, social, and environmental sustainability in development theory and urban planning practice. Environmentalist, 19(2), 145-161.
Becker, H. S. (1960). Notes on the concept of commitment. American journal of Sociology, 66(1), 32-40.
Bernardes, J. P., Marques, A. D., Ferreira, F., Nogueira, M., and Luca, A. (2018, June). The Generation Y’s sustainability perceptions and consumption habits in the footwear industry in Portugal. In Proceedings da AUTEX 2018-Istanbul (pp. 546-549). Association of Universities for Textiles (AUTEX).
Billows, G., and McNeill, L. (2018). Consumer Attitude and Behavioral Intention toward Collaborative Consumption of Shared Services. Sustainability, 10(12), 4468.
Brunetti, A. J., Petrell, R. J., and Sawada, B. (2003). SEEDing sustainability: Team project-based learning enhances awareness of sustainability at the University of British Columbia, Canada. International Journal of Sustainability in Higher Education, 4(3), 210-217.
Buerke, A., Straatmann, T., Lin-Hi, N., and Müller, K. (2017). Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior. Review of Managerial Science, 11(4), 959-991.
Buil, M., Aznar, J., Galiana, J., and Rocafort-Marco, A. (2016). An explanatory study of MBA students with regards to sustainability and ethics commitment. Sustainability, 8(3), 280.
Caniato, F., Caridi, M., Crippa, L., and Moretto, A. (2012). Environmental sustainability in fashion supply chains: An exploratory case based research. International Journal of Production Economics, 135(2), 659-670.
Cerri, J., Testa, F., and Rizzi, F. (2018). The more I care, the less I will listen to you: How information, environmental concern and ethical production influence consumers’ attitudes and the purchasing of sustainable products. Journal of Cleaner Production, 175, 343-353.
Choi, H. S. C., and Sirakaya, E. (2005). Measuring residents’ attitude toward sustainable tourism: Development of sustainable tourism attitude scale. Journal of Travel Research, 43(4), 380-394.
Clift, R. (2007). Climate change and energy policy: the importance of sustainability arguments. Energy, 32(4), 262-268.
Dagiliūtė, R., Liobikienė, G., and Minelgaitė, A. (2018). Sustainability at universities: Students’ perceptions from Green and Non-Green universities. Journal of Cleaner Production, 181, 473-482.
Danciu, V. (2018). The Changing Focus of Green Marketing: From Ecological to Sustainable Marketing (III). Romanian Economic Journal, 21(68), 121-144.
Dascher, E. D., Kang, J., and Hustvedt, G. (2014). Water sustainability: environmental attitude, drought attitude and motivation. International Journal of Consumer Studies, 38(5), 467-474.
Elmualim, A., Shockley, D., Valle, R., Ludlow, G., and Shah, S. (2010). Barriers and commitment of facilities management profession to the sustainability agenda. Building and Environment, 45(1), 58-64.
Erdogan, M., and Tuncer, G. (2009). Evaluation of a Course:” Education and Awareness for Sustainability”. International Journal of Environmental and Science Education, 4(2), 133-146.
Farrell, A. M. (2010). Insufficient discriminant validity: A comment on Bove, Pervan, Beatty, and Shiu (2009). Journal of Business Research, 63(3), 324- 327.
Flecha-Ortíz, J., Santos-Corrada, M., Dones-González, V., López-González, E., and Vega, A. (2019). Millennials and Snapchat: Self-expression through its use and its influence on purchase motivation. Journal of Business Research.
Galbreath, J. (2011). Are there gender-related influences on corporate sustainability? A study of women on boards of directors. Journal of Management and Organization, 17(1), 17-38.
Greenpeace. “Fashion at the Crossroads”. https://www.greenpeace.org/ international/publication/6969/fashion-at-the-crossroads/ (accessed 22 February, 2019).
Hair, J. F., Anderson Jr, R. E., Tatham, R. L., and Black, W. C. (2010). Multivariate data analysis 7th Ed.(Global Edition).
Henninger, C. E., Alevizou, P. J., and Oates, C. J. (2016). What is sustainable fashion?. Journal of Fashion Marketing and Management: An International Journal, 20(4), 400-416.
Herremans, I. M., and Reid, R. E. (2002). Developing awareness of the sustainability concept. The Journal of Environmental Education, 34(1), 16-20.
Herremans, I. M., and Reid, R. E. (2002). Developing awareness of the sustainability concept. The Journal of Environmental Education, 34(1), 16-20.
Hinton, G. W. (2018). Sustainability Attitudes of College Students as Future Business Leaders.
Hong-kit Yim, F., Anderson, R. E., and Swaminathan, S. (2004). Customer relationship management: Its dimensions and effect on customer outcomes. Journal of Personal Selling and Sales Management, 24(4), 263-278.
Hsu, C. L., Liu, C. C., and Lee, Y. D. (2010). Effect of commitment and trust towards micro-blogs on consumer behavioral intention: A relationship marketing perspective. International Journal of Electronic Business Management, 8(4).
Hult, G. T. M., Mena, J. A., Gonzalez-Perez, M. A., Lagerström, K., and Hult, D. T. (2018). A Ten Country-Company Study of Sustainability and Product- Market Performance: Influences of Doing Good, Warm Glow, and Price Fairness. Journal of Macromarketing, 38(3), 242-261.
Hume, M. (2010). Compassion without action: Examining the young consumers consumption and attitude to sustainable consumption. Journal of World Business, 45(4), 385-394.
Johnson, M. P. (2015). Sustainability management and small and medium- sized enterprises: Managers’ awareness and implementation of innovative tools. Corporate Social Responsibility and Environmental Management, 22(5), 271-285.
Johnstone, L., and Lindh, C. (2018). The sustainability-age dilemma: A theory of (un) planned behaviour via influencers. Journal of Consumer Behaviour, 17(1), e127-e139.
Joy, A., Sherry Jr, J. F., Venkatesh, A., Wang, J., and Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16(3), 273-295.
Kates, R. W., Clark, W. C., Corell, R., Hall, J. M., Jaeger, C. C., Lowe, I., ... and Faucheux, S. (2001). Sustainability science. Science, 292(5517), 641- 642.
Keh, H. T., and Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial Marketing Management, 38(7), 732-742.
Kline, R. B. (2015). Principles and practice of structural equation modeling. Guilford publications.
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration (IJeC), 11(4), 1-10.
Krishen, A. S., Berezan, O., Agarwal, S., and Kachroo, P. (2016). The generation of virtual needs: Recipes for satisfaction in social media networking. Journal of Business Research, 69(11), 5248-5254.
Kumar, B., Manrai, A. K., and Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1-9.
Kumar, P., and Ghodeswar, B. M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence and Planning, 33(3), 330-347.
Lai, W. T., and Chen, C. F. (2011). Behavioral intentions of public transit passengers—The roles of service quality, perceived value, satisfaction and involvement. Transport policy, 18(2), 318-325.
Lawson-Body, A., and Limayem, M. (2004). The impact of customer relationship management on customer loyalty: The moderating role of web site characteristics. Journal of Computer-Mediated Communication, 9(4), JCMC944.
Linc Magazine. “Fashion and Environment”. https://www.lincmagazine. it/2017/09/18/fashion-environment-eco-chic/ (accessed 22 February, 2019).
Lowry, P. B., and Gaskin, J. (2014). Partial least squares (PLS) structural equation modeling (SEM) for building and testing behavioral causal theory: When to choose it and how to use it. IEEE Transactions on Professional Communication, 57(2), 123-146.
Lozano, R. (2008). Envisioning sustainability three-dimensionally. Journal of Cleaner Production, 16(17), 1838-1846.
Lueg, R., Pedersen, M. M., and Clemmensen, S. N. (2015). The role of corporate sustainability in a low-cost business model–A case study in the Scandinavian fashion industry. Business Strategy and the Environment, 24(5), 344-359.
Macchion, L., Da Giau, A., Caniato, F., Caridi, M., Danese, P., Rinaldi, R., and Vinelli, A. (2018). Strategic approaches to sustainability in fashion supply chain management. Production Planning and Control, 29(1), 9-28.
Mahoney, M. (2018). The latest fashion trend: water sustainability and social ethics (Doctoral dissertation). SUNY New Paltz, USA.
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., and Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378-387.
Mathieu, J. E., and Zajac, D. M. (1990). A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment. Psychological Bulletin, 108(2), 171.
McKenzie, S. (2004). Social sustainability: towards some definitions.
Miller, D. (2003). An asymmetry-based view of advantage: towards an attainable sustainability. Strategic ManagementJournal, 24(10), 961-976.
Minton, E. A., Spielmann, N., Kahle, L. R., and Kim, C. H. (2018). The subjective norms of sustainable consumption: A cross-cultural exploration. Journal of Business Research, 82, 400-408.
Morelli, J. (2011). Environmental sustainability: A definition for environmental professionals. Journal of Environmental Sustainability, 1(1), 2.
Moretto, A., Macchion, L., Lion, A., Caniato, F., Danese, P., and Vinelli, A. (2018). Designing a roadmap towards a sustainable supply chain: A focus on the fashion industry. Journal of Cleaner Production, 193, 169-184.
Newell, C. J., and Moore, W. B. (2010). Creating small business sustainability awareness. International Journal of Business and Management, 5(9), 19.
Pal, R., and Gander, J. (2018). Modelling environmental value: An examination of sustainable business models within the fashion industry. Journal of Cleaner Production, 184, 251-263.
Park, C. H., and Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail and Distribution Management, 31(1), 16-29.
Park, J., and Ha, S. (2012). Understanding pro-environmental behavior: a comparison of sustainable consumers and apathetic consumers. International Journal of Retail and Distribution Management, 40(5), 388-403.
Peterson, R. A., and Kim, Y. (2013). On the relationship between coefficient alpha and composite reliability. Journal of Applied Psychology, 98(1), 194.
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., and Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879.
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K., and Thİgersen, J. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy and Marketing, 30(1), 31-38.
Pulse Score (2017). https://globalfashionagenda.com/wp-content/uploads/2017/05/ Pulse-of-the-Fashion-Industry_2017.pdf (accessed 22 February, 2019).
Santoyo-Castelazo, E., and Azapagic, A. (2014). Sustainability assessment of energy systems: integrating environmental, economic and social aspects. Journal of Cleaner Production, 80, 119-138.
Sauer, P. C., and Seuring, S. (2018). A three-dimensional framework for multi- tier sustainable supply chain management. Supply Chain Management: An International Journal, 23(6), 560-572.
Shukla, P., Banerjee, M., and Singh, J. (2016). Customer commitment to luxury brands: Antecedents and consequences. Journal of Business Research, 69(1), 323-331.
Singh, T., Slotkin, M. H., and Vamosi, A. R. (2007). Attitude towards ecotourism and environmental advocacy: Profiling the dimensions of sustainability. Journal of Vacation Marketing, 13(2), 119-134.
Sunman, R. S. (2014). Attitude of Farmers towards sustainability of vegetable cultivation. Journal of AgriSearch, 1(1).
Truong, Y., and McColl, R. (2011). Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services, 18(6), 555-561.
Van Loo, E. J., Caputo, V., Nayga Jr, R. M., Seo, H. S., Zhang, B., and Verbeke, W. (2015). Sustainability labels on coffee: Consumer preferences, willingness- to-pay and visual attention to attributes. Ecological Economics, 118, 215-225.
Van Marrewijk, M. (2003). Concepts and definitions of CSR and corporate sustainability: Between agency and communion. Journal of Business Ethics, 44(2-3), 95-105.
Vermeir, I., and Verbeke, W. (2006). Sustainable food consumption: Exploring the consumer “attitude–behavioral intention” gap. Journal of Agricultural and Environmental Ethics, 19(2), 169-194.
Warburton, K. (2003). Deep learning and education for sustainability. International Journal of Sustainability in Higher Education, 4(1), 44-56.
Watson, M. K., Lozano, R., Noyes, C., and Rodgers, M. (2013). Assessing curricula contribution to sustainability more holistically: Experiences from the integration of curricula assessment and students’ perceptions at the Georgia Institute of Technology. Journal of Cleaner Production, 61, 106-116.
Wehnert, P., Baccarella, C. V., and Beckmann, M. (2019). In crowdfunding we trust? Investigating crowdfunding success as a signal for enhancing trust in sustainable product features. Technological Forecasting and Social Change, 141, 128-137.
Wolf, E. J., Harrington, K. M., Clark, S. L., and Miller, M. W. (2013). Sample size requirements for structural equation models: An evaluation of power, bias, and solution propriety. Educational and Psychological Measurement, 73(6), 913-934.
Young, W., Hwang, K., McDonald, S., and Oates, C. J. (2010). Sustainable consumption: products. Sustainable Development, 18(1), 20-31 green consumer behaviour when purchasing