Somayyeh BIKARI, Sevtap ÜNAL, F. Görgün DEVECİ

TÜKETİCİLERİN ÇEVREYE YÖNELİK TUTUMLARI VE KİŞİLİK ÖZELLİKLERİ AÇISINDAN KOHONEN AĞLARI (SELF-ORGANIZING MAP-SOM) İLE BÖLÜMLENDİRİLMESİ

Bu çalışmada tüketicilerin çevreye yönelik tutumları ve kişilik özellikleri açısından bölümlendirilmesi amaçlanmıştır. Bu doğrultuda, algılanan tüketici etkinliği (ATE), çevresel kaygı (ÇK), altruism, kişilik ve ekolojik bilince sahip tüketici davranışı (EBTD) değişkenleri araştırma kapsamına dâhil edilmiştir. Veriler anket yöntemi ile İstanbul ilinde ikamet eden tüketicilerden toplanmıştır. Tüketiciler çevresel eğilimleri açısından Kohonen ağları (SOM-Self Organizing Map) ile gruplandırılmış ve K-Means kümeleme sonuçları ile karşılaştırılmıştır. Araştırma sonucunda; SOM’a göre cevaplayıcılar “potansiyel yeşiller”, “aktif yeşiller” ve “kahverengiler” olarak üç kümeye ayrılmıştır. K-Means kümeleme ile yapılan analizde ise katılımcılar aktif yeşil, potansiyel yeşil ve gizli yeşiller olarak gruplanmıştır. Daha sonra elde edilen sonuçlar iki yöntem açısından değerlendirilmiştir.

Anahtar Kelimeler:

Algılanan Tüketici Etkinliği, Çevresel Kaygı, Altruism, Ekolojik Bilince Sahip Tüketici Davranışı, Kohonen Ağları (SOM)

CONSUMERS SEGMENTATION WITH KOHONEN MAPS (SELF-ORGANIZING MAP-SOM) FROM THE POINT OF CONSUMERS' ATTITUDES TOWARDS THE ENVIRONMENT AND PERSONALITY CHARACTERISTICS

In this study, it is aimed to segment consumers in terms of attitudes towards the environment and their personality characteristics. In this context, perceived consumer effectiveness (PCE), environmental concern (EC), altruism, personality and ecologically conscious consumer behavior (ECCB) variables were included. The data has been obtained from the consumers living in the province of İstanbul via questionnaires. Consumers are grouped by Kohonen maps (SOM-Self Organizing Map) in terms of their environmental tendencies, and ıt was compared with K-Means cluster results. As a result of the research; according to SOM, respondents are divided into three groups as “potential green,” “active green” and “brown.” In the K-Means clustering analysis, the variables are grouped as “active green,” “potential green,” and “latent green.” Then the results were compared with the consumer groups, and two methods were mutually assessed.

Keywords:

Perceived Consumer Effectiveness, Environmental Concern, Altruism, Ecologically Conscious Consumer Behaviour, Kohonen Maps (SOM),

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