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

Year 2021, Volume: 28 Issue: 4, 751 - 773, 30.12.2021

İbrahim Yemez Murat Fatih Tuna

https://doi.org/10.18657/yonveek.903885

Abstract

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

Keywords

Geri Dönüştürülmüş Kıyafet Çevresel Kaygı PLS-SEM

References

  • Chaturvedi, P., Kulshreshtha, K. and Tripathi, V. (2020), "Investigating the determinants of behavioral intentions of generation Z for recycled clothing: an evidence from a developing economy", Young Consumers, Vol. 21 No. 4, pp. 403-417. https://doi.org/10.1108/YC-03-2020-1110
  • Tavşancıl, E. (2014). Tutumların Ölçülmesi ve SPSS ile Veri Analizi. Ankara, Nobel Yayıncılık
  • Henseler, J., Christian M.R. ve Sarstedt, M. (2015). A new criterion for assessing disci-rimant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
  • Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt (2016) -A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Edition 2
  • Nakip, Mahir.(2013). Pazarlama Araştırma Teknikleri: SPSS Uygulamalı. Seçkin Yayıncılık.
  • Chin, W. W., & Newsted, P. R. (1999). Structural Equation modeling analysis with small samples using partial least squares. In: Hoyle R (Ed.), Dtatistical strategies for small sample research (pp.307-341). Thousand Oaks, CA: Sage Publications.
  • Casaló, L. V., & Escario, J.-J. (2018). Heterogeneity in the association between environmental attitudes and pro-environmental behavior: A multilevel regression approach. Journal of Cleaner Production, 175, 155-163. https://doi.org/10.1016/j.jclepro.2017.11.237
  • Chang, Y., Chen, H.-L., & Francis, S. (1999). Market Applications for Recycled Postconsumer Fibers. Family and Consumer Sciences Research Journal, 27(3), 320-340. https://doi.org/10.1177/1077727X9902700303
  • Chaturvedi, P., Kulshreshtha, K., & Tripathi, V. (2020). Investigating the determinants of behavioral intentions of generation Z for recycled clothing: An evidence from a developing economy. Young Consumers, 21(4), 403-417. https://doi.org/10.1108/YC-03-2020-1110
  • Cheung, R., Lam, A. Y. C., & Lau, M. M. (2015). Drivers of green product adoption: The role of green perceived value, green trust and perceived quality. Journal of Global Scholars of Marketing Science, 25(3), 232-245. https://doi.org/10.1080/21639159.2015.1041781
  • Chiu, Y.-T. H., Lee, W.-I., & Chen, T.-H. (2014). Environmentally responsible behavior in ecotourism: Antecedents and implications. Tourism Management, 40, 321-329. https://doi.org/10.1016/j.tourman.2013.06.013
  • de-Magistris, T., & Gracia, A. (2016). Consumers’ willingness-to-pay for sustainable food products: The case of organically and locally grown almonds in Spain. Journal of Cleaner Production, 118, 97-104. https://doi.org/10.1016/j.jclepro.2016.01.050
  • Doran, R., & Larsen, S. (2016). The Relative Importance of Social and Personal Norms in Explaining Intentions to Choose Eco-Friendly Travel Options. International Journal of Tourism Research, 18(2), 159-166. https://doi.org/10.1002/jtr.2042
  • Ekström, K. M., & Salomonson, N. (2014). Reuse and Recycling of Clothing and Textiles—A Network Approach. Journal of Macromarketing, 34(3), 383-399. https://doi.org/10.1177/0276146714529658
  • Ha, S., & Kwon, S. (2016). Spillover from past recycling to green apparel shopping behavior: The role of environmental concern and anticipated guilt. Fashion and Textiles, 3(1), 16. https://doi.org/10.1186/s40691-016-0068-7
  • Jägel, T., Keeling, K., Reppel, A., & Gruber, T. (2012). Individual values and Motivational Complexities in Ethical Clothing Consumption: A Means-end Approach. Journal of Marketing Management, 28(3-4), 373-396. https://doi.org/10.1080/0267257X.2012.659280
  • Kaya, Y. (2019, Nisan 12). Türkiye’de Tekstil Sektörü. Ekovitrin. https://www.ekovitrin.com/turkiye-de-tekstil-sektoru-makale,1482.html
  • Khan, S., & Malik, A. (2014). Environmental and Health Effects of Textile Industry Wastewater. Içinde A. Malik, E. Grohmann, & R. Akhtar (Ed.), Environmental Deterioration and Human Health: Natural and anthropogenic determinants (ss. 55-71). Springer Netherlands. https://doi.org/10.1007/978-94-007-7890-0_4
  • Kim, H.-S., & Damhorst, M. L. (1998). Environmental Concern and Apparel Consumption. Clothing and Textiles Research Journal, 16(3), 126-133. https://doi.org/10.1177/0887302X9801600303
  • Kim, I., Jung, H. J., & Lee, Y. (2021). Consumers’ Value and Risk Perceptions of Circular Fashion: Comparison between Secondhand, Upcycled, and Recycled Clothing. Sustainability, 13(3), 1208. https://doi.org/10.3390/su13031208
  • Konuk, F. A. (2018). Antecedents of pregnant women’s purchase intentions and willingness to pay a premium for organic food. British Food Journal, 120(7), 1561-1573. https://doi.org/10.1108/BFJ-11-2017-0631
  • Koszewska, M. (2018). Circular Economy—Challenges for the Textile and Clothing Industry. Autex Research Journal, 18(4), 337-347. https://doi.org/10.1515/aut-2018-0023
  • Lee, S. Y., Lee, S. G., Kim, J. H., & Lee, J. S. (2012). University Students’ Awareness of Eco-friendly Textile Fiber. Korean Journal of Human Ecology, 21(4), 781-790. https://doi.org/10.5934/KJHE.2012.21.4.781
  • Ling-Yee, L. (1997). Effect of Collectivist Orientation and Ecological Attitude on Actual Environmental Commitment. Journal of International Consumer Marketing, 9(4), 31-53. https://doi.org/10.1300/J046v09n04_03
  • Onwezen, M. C., Antonides, G., & Bartels, J. (2013). The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour. Journal of Economic Psychology, 39, 141-153. https://doi.org/10.1016/j.joep.2013.07.005
  • Paulose, D., & Shakeel, A. (2021). Perceived Experience, Perceived Value and Customer Satisfaction as Antecedents to Loyalty among Hotel Guests. Journal of Quality Assurance in Hospitality & Tourism, 0(0), 1-35. https://doi.org/10.1080/1528008X.2021.1884930
  • Pensupa, N., Leu, S.-Y., Hu, Y., Du, C., Liu, H., Jing, H., Wang, H., & Lin, C. S. K. (2017). Recent Trends in Sustainable Textile Waste Recycling Methods: Current Situation and Future Prospects. Topics in Current Chemistry, 375(5), 76. https://doi.org/10.1007/s41061-017-0165-0
  • Uyar, A. (2017, Ağustos 22). Postmodern Pazarlama. Pazarlama Türkiye. https://pazarlamaturkiye.com/postmodern-pazarlama/
  • Vehmas, K., Raudaskoski, A., Heikkilä, P., Harlin, A., & Mensonen, A. (2018). Consumer attitudes and communication in circular fashion. Journal of Fashion Marketing and Management: An International Journal, 22(3), 286-300. https://doi.org/10.1108/JFMM-08-2017-0079
  • Wang, H., Liu, H., Kim, S. J., & Kim, K. H. (2019). Sustainable fashion index model and its implication. Journal of Business Research, 99, 430-437. https://doi.org/10.1016/j.jbusres.2017.12.027
  • Xia, W., & Zeng, Y. (2006). Consumer’s Attitudes and Willingness-to-Pay for Green Food in Beijing (SSRN Scholarly Paper ID 2281861). Social Science Research Network. https://doi.org/10.2139/ssrn.2281861
  • Yahya, W. K., Musa, N., & Hashim, N. (2016). Understanding Environmentally Friendly Consumer Behavior: (ss. 909-921). https://doi.org/10.1007/978-981-10-1458-1_82
  • Yıldırım, L. (2017). Geri Dönüşüm/İleri Dönüşüm/Tekrar Kullanım Kapsamında İkinci El Giysiler ve Sürdürülebilirlik. Art-e Sanat Dergisi, 10(20), 484-503. https://doi.org/10.21602/sduarte.305698
  • Young, C., Jirousek, C., & Ashdown, S. (2004). Undesigned: A Study in Sustainable Design of Apparel Using Post-Consumer Recycled Clothing. Clothing and Textiles Research Journal, 22(1-2), 61-68. https://doi.org/10.1177/0887302X0402200108

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

Year 2021, Volume: 28 Issue: 4, 751 - 773, 30.12.2021

İbrahim Yemez Murat Fatih Tuna

https://doi.org/10.18657/yonveek.903885

Abstract

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

References

  • Chaturvedi, P., Kulshreshtha, K. and Tripathi, V. (2020), "Investigating the determinants of behavioral intentions of generation Z for recycled clothing: an evidence from a developing economy", Young Consumers, Vol. 21 No. 4, pp. 403-417. https://doi.org/10.1108/YC-03-2020-1110
  • Tavşancıl, E. (2014). Tutumların Ölçülmesi ve SPSS ile Veri Analizi. Ankara, Nobel Yayıncılık
  • Henseler, J., Christian M.R. ve Sarstedt, M. (2015). A new criterion for assessing disci-rimant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
  • Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt (2016) -A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Edition 2
  • Nakip, Mahir.(2013). Pazarlama Araştırma Teknikleri: SPSS Uygulamalı. Seçkin Yayıncılık.
  • Chin, W. W., & Newsted, P. R. (1999). Structural Equation modeling analysis with small samples using partial least squares. In: Hoyle R (Ed.), Dtatistical strategies for small sample research (pp.307-341). Thousand Oaks, CA: Sage Publications.
  • Casaló, L. V., & Escario, J.-J. (2018). Heterogeneity in the association between environmental attitudes and pro-environmental behavior: A multilevel regression approach. Journal of Cleaner Production, 175, 155-163. https://doi.org/10.1016/j.jclepro.2017.11.237
  • Chang, Y., Chen, H.-L., & Francis, S. (1999). Market Applications for Recycled Postconsumer Fibers. Family and Consumer Sciences Research Journal, 27(3), 320-340. https://doi.org/10.1177/1077727X9902700303
  • Chaturvedi, P., Kulshreshtha, K., & Tripathi, V. (2020). Investigating the determinants of behavioral intentions of generation Z for recycled clothing: An evidence from a developing economy. Young Consumers, 21(4), 403-417. https://doi.org/10.1108/YC-03-2020-1110
  • Cheung, R., Lam, A. Y. C., & Lau, M. M. (2015). Drivers of green product adoption: The role of green perceived value, green trust and perceived quality. Journal of Global Scholars of Marketing Science, 25(3), 232-245. https://doi.org/10.1080/21639159.2015.1041781
  • Chiu, Y.-T. H., Lee, W.-I., & Chen, T.-H. (2014). Environmentally responsible behavior in ecotourism: Antecedents and implications. Tourism Management, 40, 321-329. https://doi.org/10.1016/j.tourman.2013.06.013
  • de-Magistris, T., & Gracia, A. (2016). Consumers’ willingness-to-pay for sustainable food products: The case of organically and locally grown almonds in Spain. Journal of Cleaner Production, 118, 97-104. https://doi.org/10.1016/j.jclepro.2016.01.050
  • Doran, R., & Larsen, S. (2016). The Relative Importance of Social and Personal Norms in Explaining Intentions to Choose Eco-Friendly Travel Options. International Journal of Tourism Research, 18(2), 159-166. https://doi.org/10.1002/jtr.2042
  • Ekström, K. M., & Salomonson, N. (2014). Reuse and Recycling of Clothing and Textiles—A Network Approach. Journal of Macromarketing, 34(3), 383-399. https://doi.org/10.1177/0276146714529658
  • Ha, S., & Kwon, S. (2016). Spillover from past recycling to green apparel shopping behavior: The role of environmental concern and anticipated guilt. Fashion and Textiles, 3(1), 16. https://doi.org/10.1186/s40691-016-0068-7
  • Jägel, T., Keeling, K., Reppel, A., & Gruber, T. (2012). Individual values and Motivational Complexities in Ethical Clothing Consumption: A Means-end Approach. Journal of Marketing Management, 28(3-4), 373-396. https://doi.org/10.1080/0267257X.2012.659280
  • Kaya, Y. (2019, Nisan 12). Türkiye’de Tekstil Sektörü. Ekovitrin. https://www.ekovitrin.com/turkiye-de-tekstil-sektoru-makale,1482.html
  • Khan, S., & Malik, A. (2014). Environmental and Health Effects of Textile Industry Wastewater. Içinde A. Malik, E. Grohmann, & R. Akhtar (Ed.), Environmental Deterioration and Human Health: Natural and anthropogenic determinants (ss. 55-71). Springer Netherlands. https://doi.org/10.1007/978-94-007-7890-0_4
  • Kim, H.-S., & Damhorst, M. L. (1998). Environmental Concern and Apparel Consumption. Clothing and Textiles Research Journal, 16(3), 126-133. https://doi.org/10.1177/0887302X9801600303
  • Kim, I., Jung, H. J., & Lee, Y. (2021). Consumers’ Value and Risk Perceptions of Circular Fashion: Comparison between Secondhand, Upcycled, and Recycled Clothing. Sustainability, 13(3), 1208. https://doi.org/10.3390/su13031208
  • Konuk, F. A. (2018). Antecedents of pregnant women’s purchase intentions and willingness to pay a premium for organic food. British Food Journal, 120(7), 1561-1573. https://doi.org/10.1108/BFJ-11-2017-0631
  • Koszewska, M. (2018). Circular Economy—Challenges for the Textile and Clothing Industry. Autex Research Journal, 18(4), 337-347. https://doi.org/10.1515/aut-2018-0023
  • Lee, S. Y., Lee, S. G., Kim, J. H., & Lee, J. S. (2012). University Students’ Awareness of Eco-friendly Textile Fiber. Korean Journal of Human Ecology, 21(4), 781-790. https://doi.org/10.5934/KJHE.2012.21.4.781
  • Ling-Yee, L. (1997). Effect of Collectivist Orientation and Ecological Attitude on Actual Environmental Commitment. Journal of International Consumer Marketing, 9(4), 31-53. https://doi.org/10.1300/J046v09n04_03
  • Onwezen, M. C., Antonides, G., & Bartels, J. (2013). The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour. Journal of Economic Psychology, 39, 141-153. https://doi.org/10.1016/j.joep.2013.07.005
  • Paulose, D., & Shakeel, A. (2021). Perceived Experience, Perceived Value and Customer Satisfaction as Antecedents to Loyalty among Hotel Guests. Journal of Quality Assurance in Hospitality & Tourism, 0(0), 1-35. https://doi.org/10.1080/1528008X.2021.1884930
  • Pensupa, N., Leu, S.-Y., Hu, Y., Du, C., Liu, H., Jing, H., Wang, H., & Lin, C. S. K. (2017). Recent Trends in Sustainable Textile Waste Recycling Methods: Current Situation and Future Prospects. Topics in Current Chemistry, 375(5), 76. https://doi.org/10.1007/s41061-017-0165-0
  • Uyar, A. (2017, Ağustos 22). Postmodern Pazarlama. Pazarlama Türkiye. https://pazarlamaturkiye.com/postmodern-pazarlama/
  • Vehmas, K., Raudaskoski, A., Heikkilä, P., Harlin, A., & Mensonen, A. (2018). Consumer attitudes and communication in circular fashion. Journal of Fashion Marketing and Management: An International Journal, 22(3), 286-300. https://doi.org/10.1108/JFMM-08-2017-0079
  • Wang, H., Liu, H., Kim, S. J., & Kim, K. H. (2019). Sustainable fashion index model and its implication. Journal of Business Research, 99, 430-437. https://doi.org/10.1016/j.jbusres.2017.12.027
  • Xia, W., & Zeng, Y. (2006). Consumer’s Attitudes and Willingness-to-Pay for Green Food in Beijing (SSRN Scholarly Paper ID 2281861). Social Science Research Network. https://doi.org/10.2139/ssrn.2281861
  • Yahya, W. K., Musa, N., & Hashim, N. (2016). Understanding Environmentally Friendly Consumer Behavior: (ss. 909-921). https://doi.org/10.1007/978-981-10-1458-1_82
  • Yıldırım, L. (2017). Geri Dönüşüm/İleri Dönüşüm/Tekrar Kullanım Kapsamında İkinci El Giysiler ve Sürdürülebilirlik. Art-e Sanat Dergisi, 10(20), 484-503. https://doi.org/10.21602/sduarte.305698
  • Young, C., Jirousek, C., & Ashdown, S. (2004). Undesigned: A Study in Sustainable Design of Apparel Using Post-Consumer Recycled Clothing. Clothing and Textiles Research Journal, 22(1-2), 61-68. https://doi.org/10.1177/0887302X0402200108
There are 35 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

İbrahim Yemez 0000-0003-3176-6394

Murat Fatih Tuna 0000-0002-8634-8643

Publication Date December 30, 2021
Published in Issue Year 2021 Volume: 28 Issue: 4

Cite

APA Yemez, İ., & Tuna, M. F. (2021). Tüketicilerin Geri Dönüştürülmüş Maddelerden Yapılmış Kıyafetleri Satın Alma İsteğini Etkileyen Faktörlerin İncelenmesi. Yönetim Ve Ekonomi Dergisi, 28(4), 751-773. https://doi.org/10.18657/yonveek.903885
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