Sevtap ÜNAL, İSMAİL ERKAN, Fulya AÇIKGÖZ

SOSYAL MEDYADA SÜRDÜRÜLEBİLİR TÜKETİM: SÜRDÜRÜLEBİLİR GİYSİYE YÖNELİK TUTUMU ETKİLEYEN FAKTÖRLER VE SONUÇLARI

Bu çalışmanın amacı, tüketicilerin sürdürülebilir giysiye yönelik tutumlarını etkileyen faktörleri belirlemek ve sürdürülebilir giyim bağlamında hangi faktörlerin tüketicilerin satın alma niyetlerini etkilediğini anlamaktır. Bu amaç doğrultusunda fayda sunma, bilgilendirme, deneyimsel öğrenme, sosyal medya kullanımı ve algısı, sürdürebilir giysiye yönelik tutum, paylaşım niyeti ve sürdürebilir giysi satın alma niyeti arasındaki ilişki yapısal eşitlik modeli (SEM) ile incelenmiştir. Araştırmada sosyal medyada zaman geçiren üniversite öğrencileri ile yapılan yüz yüze anket çalışması sonucu 502 kullanılabilir anket elde edilmiştir. Araştırmanın bulgularına göre, fayda sunma ve sosyal medya kullanım algısının sürdürebilir giysiye yönelik tutum üzerinde anlamlı ve pozitif bir etkisi olduğu gözlemlenmektedir. Ayrıca, sosyal medya kullanımının paylaşım niyeti üzerinde pozitif bir etkisi olduğu ortaya çıkmıştır. Son olarak ise, tüketicilerin sürdürebilir giysiye yönelik tutumlarının hem paylaşım niyetini hem de sürdürebilir giysi satın alma niyetini anlamlı ve pozitif yönde etkilediği tespit edilmiştir.

SUSTAINABLE CONSUMPTION ON SOCIAL MEDIA: ANTECEDENTS AND CONSEQUENCES OF ATTITUDES TOWARDS SUSTAINABLE APPAREL

The purpose of this study is to understand the factors that affect consumers’ attitudes towards environmentally sustainable apparel. In this research, the relationship between information value, informativeness, experiential learning, social media use and perception, attitude towards environmentally sustainable apparel, consumer resonance, and environmentally sustainable apparel purchase intention were examined through the structural equation model (SEM). For this purpose, 502 usable questionnaires were obtained from face to face surveys of university students who use social media. According to the findings of the study, information value and social media use and perception are the factors that affect attitude towards environmentally sustainable apparel. Also, social media use and perception have a positive impact on consumer resonance. In addition, it was found that attitude towards environmentally sustainable apparel has a significant and positive effect on both consumer resonance and environmentally sustainable apparel purchase intention.

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