Hane Halkı Elektrik Tüketiminde Tasarruf Davranışı Oluşturulması: Topluluk Tabanlı Sosyal Pazarlama Yaklaşımıyla Bir Uygulama

Emel Hatice Oktay; Levent Gelibolu

doi:10.59372/turajas.1296765

EN TR

Establishing Saving Behavior in Household Electricity Consumption: An Application with Community-Based Social Marketing Approach

Abstract

Effective use of energy resources is becoming more and more important due to the increasing population of the world. With this study, an experiment was conducted to reduce the electricity consumption used in households. In the study, which benefited from the Community Based Social Marketing(CBSM) approach, interviews were conducted with female participants in 30 households. It has been tried to determine which electrical devices are used in the households, what are the obstacles to the efficient use of the devices, and which motivators will be effective in removing these obstacles. One-on-one and face-to-face interviews were conducted with the female participants regarding the identified obstacles. By creating a social media group, daily, weekly, bi-weekly, monthly information and reminders were made, and guide cards were prepared for the use of electrical appliances used by the participants in their homes. With such efforts, the group has been manipulated. The study lasted for a total of 4 months, including the month before the implementation, and the electricity bills of 30 households were followed up for 4 months. According to the analysis of electricity bills, it was determined that there was a significant decrease in the electricity bill amounts of the participants. As a result of the study, it has been determined that the manipulations towards the households have a positive contribution, and a positive behavioral change has occurred in electricity saving.

Keywords

Hane Halkı Elektrik Tüketiminde Tasarruf Davranışı Oluşturulması: Topluluk Tabanlı Sosyal Pazarlama Yaklaşımıyla Bir Uygulama

Öz

Dünya nüfusunun gittikçe artmasına bağlı olarak enerji kaynaklarının etkin kullanımı giderek daha fazla önem arz etmektedir. Bu çalışma ile hanelerde kullanılan elektrik tüketiminin azaltılmasına yönelik bir deneme yapılmıştır. Topluluk Tabanlı Sosyal Pazarlama (TTSP) yaklaşımından yararlanılan çalışmada 30 hanedeki kadın katılımcılarla görüşmeler yapılmıştır. Hanelerde hangi elektrikli cihazların kullanıldığı, cihazların tasarruflu kullanımının önündeki engellerin neler olduğu, bu engellerin kaldırılmasında hangi motivatörlerin etkili olacağı belirlenmeye çalışılmıştır. Tespit edilen engellere yönelik kadın katılımcılarla birebir ve yüz yüze görüşmeler yapılmıştır. Sosyal medya grubu oluşturularak günlük, haftalık, iki haftalık, aylık bilgilendirme ve hatırlatmalar yapılmış, katılımcıların hanelerinde kullandıkları elektrikli cihaz kullanımına yönelik yönlendirici kartlar hazırlanmıştır. Bu tür çabalarla grup manipüle edilmiştir. Çalışma uygulama öncesi ay ile birlikte toplam 4 ay sürmüş, 30 hanenin elektrik faturası 4 ay boyunca takip edilmiştir. Elektrik faturalarının analizine göre katılımcıların elektrik fatura tutarlarında anlamlı derecede düşüş meydana geldiği tespit edilmiştir. Çalışma sonucunda hane halkına yönelik manipülasyonların olumlu katkısı olduğu, elektrik tasarrufu konusunda pozitif yönlü davranış değişikliği oluştuğu tespit edilmiştir.

Anahtar Kelimeler

Kaynakça

Allen.C.(2019). Community-Based Social Marketing: an investigation of sustainable behavioral change strategies at the municipality level in Sweden. Master Thesis in Sustainable Development. Uppsala University.
Alshaikha,M. Maynard, S.,Ahmad,A.,(2021).’ Applying social marketing to evaluate current security education training and awareness programs in organisations’Computers and Security,Vol.100.
Anda.M.,Temmen.J.,(2014). Smart Metering For Residential Energy Efficiency: The Use Of Community Based Social Marketing For Behavioural Change And Smart Grid İntroduction.Renewable Energy.67:119-127.
Aranoff.J.,Champion.B.,Laue.C.,Pahwa.A.(2013).Teaching Old Dogs New Tricks: The Effectiveness of Community-Based Social Marketing on Energy Conservation for Sustainable University Campuses.IEEE Power and Energy Magazine.11:30-38.
Asadbeygi A., Ahadi H., Mirzaei H.,(2019). “Assessing the Effectiveness Of Cognitive Behavioral Stress Management (CBSM) On Anxiety And Depression Of Cancer Patients”. Novel Biomed,7(3):130-3.
Athey.V.,Suckling.R.,Tod.Angela.,Walters.S.,Rogers.T.(2011). Early diagnosis of lung cancer: evaluation of a community-based social marketing intervention.Thorax.67:412-417.
Alagöz,S.,Yılmaz,A.,(2018). Doğal Kaynakları Tükenme Endişesi İle Tüketicilerin Olumlu Davranış Değişiklikleri Edinmesinde Topluluk Tabanlı Sosyal Pazarlamanın Rolü:Konya İli Üzerine Bir Araştırma,Kahraman Maraş Sütçü İmam Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi.1-18.
Berg.R.(2008). Denver Environmental Health Tries A New Approach: Community Based Social Marketing. Journal of Environmental Health.(71):53-56.

Biroscak.B.J.,Schneider,T.,Panzera,A.D.,Bryant,C.A.,McDermott,R.J.,Mayer,A.B.,Khaliq,M.,Linderberger,J.,Courtney,A.H.,Swanson,M.A.,Wright,A.P.,Hovmand,P.S. (2014). Applying Systems Science to Evaluate a Community-Based Social Marketing Innovation:A Case Study. Social Marketing Quarterly ,Vol. 20(4) 247-267.
Cialdini, R. B. (2003). “Crafting Normative Messages To Protect The Environment”. Current Directions İn Psychological Science, 12, 105–109.
Ciona. C.(1999). The Epcor Energy Challenge: Getting the consumer engaged in climate change.Kanada.
Cole E., Fieselman.L.(2013). A Community-Based Social Marketing Campaign At Pacific University Oregon Recycling, Paper Reduction, And Environmentally Preferable Purchasing. International Journal of Sustainability.14:176-195.
Cole.E.J.(2007). A Community-Based Social Marketing Campaign To Green The Offıces At Pasific University: Recycling, Paper Reduction And Environmentally Preferable Purchasing. Ph.D. in Leadership and Change Program of Antioch University.
Cooper. C.(2007). ‘Successfully Changing Individual Travel Behavior Applying Community-Based Social Marketing To Travel Choice’. Transportation Research Board.(2021)89-99.
Dale.E.,Nobe.M.C.,Clevenger.C.,Cross.J.(2012).CommunityBasedSocialMarketing: An Application to Facilities Management.Asce Library.
Dolloff.T.,Whitcher.B.(2020). Effectiveness of Targeted Student Behavior Change Using Community Based Social Marketing.USM Office Of Sustainability. ?
Ekiyor,A.,Çetin,A.,(2017),”Sağlık Hizmeti Sunumunda Ve Sosyal Pazarlama Kapsamında E-Nabız Uygulamasının Bilinirliği”,Uluslararası Sağlık Yönetimi Ve Stratejileri Araştırma Dergisi,Cilt:3 Sayı:1,pp.2149-6161.
Farmer,F.,Clarke L.,Flocks J., Bryant C., Romund C., Albrecht S.(2002). Community-Based Social Marketing: Involvement in Health Programs. Journal of the Community Development Society.33:1-16.
Felter.A.(2013). An Examination Of Community Based Social Marketing Strategies To Increase Water Conservation Practices By Homeowners With Automated Irrigation System is In Central Florida. University Of Florida.
Flocks J.,Clarke L.,Albrecht S.,Bryant C.,Monaghan P.,Baker H.(2001).Implementing a community-based social marketing project to improve agricultural worker health. Environmental Health Perspective,109:461-468.
Gagnon B.(2009). Applying Social Science Towards the Reduction of Nutrient Losses From Lawn Care Practices in New England: Advancing the Principles of Community Based Social Marketing. Plymouth State University.
Gelibolu,L.(2011). Topluluk Tabanlı Sosyal Pazarlama Yaklaşımıyla Sürdürülebilir Tüketim Davranışının Güdülenmesi: Yüksek Öğretimde Bir Uygulama. Sosyal Bilimler Enstitüsü Doktora Tezi, Adana.
Gelibolu, L., Madran, C.,(2013), “Çevresel Sorunlara Davranışsal Çözümler Geliştirilmesinde Sosyal Pazarlamanın Kullanılması”, Atatürk Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 27(4), ss.339-357.
Geller, E. S. (1989). Applied Behavior Analysis And Social Marketing: An İntegration For Environmental Preservation. Journal of Social Issues, 45(1), 17–36.
Guzman.E.,Malarich.R.,Large.L.,Danoff-Burg.S.(2018). Inspiring Resident Engagement: Identifying Street Tree Stewardship Participation Strategies in Environmental Justice Communities Using A Community-Based Social Marketing Approach. Scientific Journal Of The İnternational Society Of Agriculture.44(6):291–306.
Haghighatjoo.S.,Tahmasebi.R.,Noroozi.A.(2020). Application of Community-Based Social Marketing to Increase Recycling Behavior İn Primary Schools. Social Marketing Quarterly.1-12.
Haldeman. T.,Turner.C.(2009). Implementing a Community-Based Social Marketing Program to Increase Recycling.Social Marketing Quarterly. (15 )3: 114-127.
Heydari,E.,Solhi,M.,Janani,L.,Farzadkia,M.,(2021). “Determinants of Sustainability in Recycling of Municipal Solid Waste: Application of Community-Based Social Marketing (CBSM)”. Challenges in Sustainability, Vol:9 No:1,pp:16-27.
Horak,S., Marušić Z., Tomljenović,R.(2003). Improving coastal forest fire protection: A case of the community based social marketing. Original Scientific Paper,51:273-268.
Kennedy, A.L., (2010),” Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation” Journal Sustainability 2(4):1138–1160.
Kotler, P., Zaltman, G.,(1971). Social Marketing: An Approach to Planned Social Change. Journal of Marketing, Vol:35, 3-12.
Krasaesan.S.(2017). The ‘Muang Jai Dee’ Tv Program: The Use Of Community- Based Social Marketing To Promote Universal Design Principles. ABAC Journal.37(1):71-82.
Kukaswadia.A.,KellerOlaman.S.,Chong.E.,Deng.K.,Ha.P.,Harrıngton.D.,Jarvis.J.,Vine.M.,Manson.H.(2015). Comparing Apples to Apples? Selecting Controls for Community-Based Social Marketing Interventions Targeting Overweight and Obesity.Canadian Journal Of Diabetes.39:25-26.
Leszek.M.(2015). Changing Angler Behavior To Reduce The Impacts Of Lead Fishing Tackle In New Hampshire: Applied Social Science Using Community-Based Social Marketing. A Thesis in Environmental Science and Policy. Plymouth State University.
Lynes.J.,Whitney.S.,Murray.D.,(2014). Developing Benchmark Criteria For Assessing Community-Based Social Marketing Programs A look İnto Jack Johnson’s “All At Once” Campaign.Journal Of Social Marketing.4:112-132.
Madran,C.,Atrek,B.,(2017).“Tüketici Perspektifli Sürdürülebilir Tüketim Çalışmaları: Ulusal Alanyazındaki Çalışmalar Üzerine Sistematik Derleme Çalışması.” Accelerating The World's Research,Cilt:10 Sayı:19,1-31.
Matei.A.,Dogaru.T.(2012). Community-based Social Marketing, Additional Instrument of Traditional Public Policies’ Instruments: Case study – Controlling Air Pollution in Romania. Sustainability Economics eJournal.
McKenzie-Mohr D. and Smith W. (1999), “Fostering Sustainable Behaviour: An İntroduction to Community-Based Social Marketing”. Ottawa.NRTEE.
McKenzie-Mohr, Doug (1999). Promoting a Sustainable Future: An Introduction to Community-Based Social Marketing, Thomas University, Ph.D
McKenzie-Mohr, D.(2000).’Fostering sustainable behavior through community-based social marketing’.American psychologist.55(5):531-537.
McKenzie-Mohr,D.,Shultz,P.W.,(2014). Choosing Effective Behavior Change Tools, Social Marketing Quarterly, Vol. 20(1) 35-46.
Pickens,P.(2002).Community-Based Social Marketing as a Planning Tool. University of Oregon-Architecture and Allied Arts Department. Masters Project.Oregon.
Reaves.D.(2014). Identifying Perceived Barriers And Benefit To Reducing Energy Consumption In An Affordable Housing Complex Usıng The Community-Based Social Marketing Model. Colorado State University.
Schuster.L.,Kubacki.K.,Rundle-Thiele.S.(2016).Community-BasedSocial Marketing: Effects On Social Norms. Journal of Social Marketing.6(2):193-210.
Schultz ,P.W.,(2013). “Strategies for Promoting Proenvironmental Behavior Lots of Tools but Few Instructions”.European Psychologist,Volume 19(2).
Stein.S.(2004). Using The Theory Of Planned Behavior To Design a Sustainable Transportation Community-Based Social Marketing Campaign. University of Wısconsin – Madison.
Streimikiene.D.,Vveinhardt.J.(2015) Community Based Social Marketing For Implementation Of Energy Saing Targets At Local Level. Amfiteatru Economic.17(39):723-734.
Smith,L.,Lynes,J.,Wolfe,S.,(2019) Community-Based Social Marketing-Creating Lasting, Sustainable, Environmental Change:Case Study Of A Household Stormwater Management Program İn The Region Of Waterloo,Ontorio.Sage Jounals.25(4).
Sulistyaningsih,T.,Jainuri,J.,Salahudin,S.,Jovita,H.D.,Nurmandi,A.(2021).“Can Combined Marketing and Planning-oriented of Community-based Social Marketing (CBSM) Project Successfully Transform the Slum Area to Tourism Village? A Case Study of the Jodipan Colorful Urban Village, Malang, Indonesia.” Journal of Nonprofit&PublicSectorMarketing https://doi.org/10.1080/10495142.2021.1874590.
Tabanico.J.,Schultz.P.(2007).’People Aspect Of Recycling Programs Community Based Social Marketing’. Bıocycle,41-44.
Truong,V.D.,Saunders,S.G.,,Dong,X.D.,(2019).System Social Marketing:A Critical Appraisal.Journal of Social Marketing,9(2),180-203.
Withall.J.,Jago.R.,Fox.K.(2012). The effect a of community-based social marketing campaign on recruitment and retention of low-income groups into physical activity programmes – a controlled before-and-after study. Bmc Publich Health.12:836.

Ayrıntılar

Birincil Dil

Türkçe

Konular

Finans ve Yatırım (Diğer)

Bölüm

Tez Özeti

Yazarlar

Emel Hatice Oktay ^*
0000-0002-5490-4457
Türkiye

Levent Gelibolu
0000-0002-8415-9312
Türkiye

Erken Görünüm Tarihi

20 Temmuz 2023

Yayımlanma Tarihi

26 Temmuz 2023

Gönderilme Tarihi

13 Mayıs 2023

Kabul Tarihi

3 Temmuz 2023

Yayımlandığı Sayı

Yıl 2023 Cilt: 6 Sayı: 1

DOI

https://doi.org/10.59372/turajas.1296765

IZ

https://izlik.org/JA87BE28XF

Kaynak Göster

RIS / Bibtex

APA

Oktay, E. H., & Gelibolu, L. (2023). Hane Halkı Elektrik Tüketiminde Tasarruf Davranışı Oluşturulması: Topluluk Tabanlı Sosyal Pazarlama Yaklaşımıyla Bir Uygulama. Turkish Research Journal of Academic Social Science, 6(1), 36-43. https://doi.org/10.59372/turajas.1296765

Cited By

İKLİM DEĞİŞİKLİĞİ KONUSUNDA FARKINDALIK OLUŞTURMADA SOSYAL PAZARLAMANIN ROLÜ: Z KUŞAĞI İNCELEMESİ

Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

https://doi.org/10.53092/duiibfd.1494409