Tüketicilerin çevre bilinci ve çevreye duyarlı satınalma davranışlarına yönelik bir pilot araştırma

Bu araştırmanın temel amacı, tüketicileri çevre bilinci ve çevreye duyarlı satınalma davranışlarına göre bölümlere ayırmak ve farklı pazar bölümlerini sosyo-demografik özellikleri itibariyle tanımlamaktır. Bu bağlamda, tüketicilerin çevre bilinci ve çevreye yönelik satınalma davranışları itibariyle farklı pazar bölümleri oluşturup oluşturmadıklarını test edebilmek amacıyla kümeleme analizi yapılmıştır. Tüketicilerin çevre bilinci ve çevreye duyarlı satınalma davranışlarına göre üç farklı pazar bölümü oluşturduğu belirlenmiştir.

The aim of this research is to segment customers regarding their environment consciousness and environment-oriented purchasing behavior and to identify the socio-demographic characteristics of that market segments. In the study, in order to test whether the customers from different market segments in relation with their environment consciousness and environment-oriented behavior cluster analysis was used. As a result, it was found that the customers formed three market segments in relation with their environment consciousness and environment-oriented purchasing behavior.

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