20122

Yeşil Tüketicilerin Dinamik Profili

Tüketim tercihlerinin çevresel etkileri konusunda farkındalığın artmasıyla firmalar ürün portföylerine çevre dostu seçenekleri giderek daha fazla dahil etmektedir. Çevre dostu ürünlere talebi arttıracak pazarlama stratejileri geliştirmek için, firmaların yeşil tüketicilerin kim olduğunu ve yeşil tüketici profilinin zaman içinde nasıl değiştiğini iyi anlaması önemlidir. Bu çalışma, çevre dostu ürünlere yönelik tercihi belirleyen hanehalkı özelliklerini ve bu profilin zaman içindeki değişimini 2013 ve 2018 yıllarına ait gerçek hane düzeyinde satın alma verileri kullanarak incelemektedir. Sonuçlar, yüksek gelirli, genç ve eğitimli hanelerin yeşil ürünleri tercih etme olasılığının daha yüksek olduğunu vurgulamaktadır. Tercihlerde zaman içinde görülen değişim, genç tüketicilerin giderek daha fazla çevre dostu seçenekleri benimsemesiyle yeşil tüketimde yaş farkının genişlediğini ve 45 yaşın üzerindeki tüketicilerin yeşil ürün benimseme konusundaki isteksizliklerinin kırılamadığını göstermektedir.

Anahtar Kelimeler:

yeşil pazarlama, çevre dostu ürünler, gözlemsel veri, panel veri yöntemleri, ampirik yöntemler

A Dynamic Profile of Green Consumers

Consumers are showing a growing awareness of the environmental impact of their consumption choices and in response to this trend firms are increasingly including environmentally friendly options in their product portfolios. To develop marketing strategies that increase demand for these products, it is important for firms to have a good understanding of who green customers are and how the green consumer profile is evolving. This study uses household-level purchase data from the years 2013 and 2018 to examine the household characteristics that predict the preference for environmentally friendly products and provide insight into how this profile is changing over time. The results highlight younger, more educated households in high income brackets to be more likely to prefer green products. In terms of dynamics, the findings suggest a widening of the age gap in green consumption, with younger consumers increasingly adopting eco-friendly options, while consumers above the age of 45 appear reluctant in green product adoption.

Keywords:

Green marketing, Eco-friendly products, Observational data, Panel data methods, Empirical methods,

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