Tüketicilerin Geri Dönüştürülmüş Maddelerden Yapılmış Kıyafetleri Satın Alma İsteğini Etkileyen Faktörlerin İncelenmesi

Çevre bilincinin artmasıyla tüketicilerin doğayı daha fazla koruma bilincine sahip olması, mevcut kaynakların gereksiz yere kullanımını engellemeye ve yenilebilir enerji kaynaklarının kullanımının arttırılmasına yönelik çalışmalara imkân sağlamıştır. Geri dönüştürülmüş maddelerden yapılan ürünleri kullanmak da bu anlayışın bir tezahürüdür. Bu bağlamda bu çalışmada, tüketicilerin geri dönüştürülmüş maddelerden yapılmış kıyafetleri satın alma niyetleri üzerinde etkili olan faktörlerin ortaya konulması amaçlanmıştır. Bu amaçla 25 Ocak-3 Şubat 2021 tarihlerinde çevrimiçi olarak, 18 yaşından büyük toplam 462 kişiden veri toplanmıştır. Çalışmada ilk olarak Türkçeye çevrilen ölçeğin geçerliliği ve güvenirliği ortaya konulmuştur. Daha sonra PLS-SEM ile araştırma modeli Yol Analizine tabi tutulmuştur. Analiz sonucunda tüketicilerin geri dönüştürülmüş kıyafetleri satın alma niyetleri üzerinde çevresel kaygının, ödeme istekliliğinin ve algılanan değerin pozitif bir etkisinin olduğu ama kişisel normların ise bir etkisinin olmadığı görülmüştür. Ancak genel olarak bu dört faktöründe tüketicilerin geri dönüştürülmüş kıyafetleri satın alma niyetleri üzerinde yaklaşık %63 etkisi olduğu görülmüştür. Anahtar Kelimeler: Geri Dönüştürülmüş Kıyafet, Çevresel Kaygı, PLS-SEM JEL Sınıflandırması:M11, M31

Anahtar Kelimeler:

Geri Dönüştürülmüş Kıyafet, Çevresel Kaygı, PLS-SEM

Investigation of the Factors Affecting Consumers Willingness to Buy Clothes Made from Recycled Materials

Consumers' awareness of protecting nature has enabled studies to prevent unnecessary use of existing resources and to increase the use of renewable energy resources with the increase in environmental awareness. It is a manifestation of this understanding of using products made from recycled materials. In this context, this study aims to reveal the factors that affect the consumers' intention to buy clothes made from recycled materials. For this purpose, data were collected online from a total of 462 people over the age of 18 on 25 January-3 February 2021.In the study, the validity and reliability of the scale, which was first translated into Turkish, were revealed. Then, the research model was subjected to Path Analysis with PLS-SEM. As a result of the analysis, it was seen that environmental concern, willingness to pay and perceived value had a positive effect on consumers' intention to buy recycled clothes, but personal norms did not. However, in general, these four factors have been found to have an effect of approximately 63% on the consumers' intention to buy recycled clothes. Key Words: Recycled Clothing, Environmental Concern, PLS-SEM JEL Classification: M11, M31

Keywords:

Recycled Clothing, Environmental Concern, PLS-SEM,

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