HANELERİN YEŞİL ÜRÜN VE HİZMET TERCİHLERİNDE ETKİN UNSURLAR ÜZERİNE BİR İNCELEME
HANELERİN YEŞİL ÜRÜN VE HİZMET TERCİHLERİNDE ETKİN UNSURLAR ÜZERİNE BİR İNCELEME
Yazar: Zülfikar, Haluk
Dergi: Istanbul Journal of Sociological Studies, Vol. 0 No. 48, 2013
Anahtar kelimeler: Yeşil tüketici, diskriminant analizi, çevre istatistikleri,çevre araştırmaları için örnekleme teknikleri ; Green Consumer, Discriminant Analysis, Environmental Statistics, Sampling Techniques for Environmental Studies

Günümüzde bireylerin çevresel sorunlara yönelik algıları ve buna dayalı tutum ve davranışlarının karşılaştırmalı ölçümü, artarak öne çıkmaktadır. Nitekim bireylerin tüketici kimliği ile ürün ve hizmetlere yönelik tavırları, çevre algılarının tüketim ve tüketici davranışlarına yansıması boyutunda incelenmesi gereken bir durumdur. En genel yaklaşımla, doğal çevreyi koruma ve büyütmeyi dikkate alarak üretilen ve sunulan mal ve hizmetlere, yeşil ürün ve hizmetler denilmektedir. Bu açıdan ilgili ürün ve hizmetlere (yeşil ürün ve hizmetler) ait satın alma kararını veren tüketicilerin, bu tür ürün ve hizmetlere olan eğilim ve tercih düzeylerinin bir arada incelenmesi oldukça önemli olmaktadır. Bu çalışmada haneler kapsamında, yeşil ürün ve hizmetlere ait tercihleri ve bunlar üzerinde etkin olan unsurlar analiz edilmektedir. Bu bağlamda, analiz sonucu ulaşılan bilgilerden hareketle, haneler bazında çevre sorunu ve yeşil ürün-hizmet yönetimine ait doğru ve etkin sosyo-ekonomik politikaların oluşturulup uygulanabilmesine katkı sağlayabilmek amaçlanmaktadır. Mevcut çalışma İstanbul ilinde bulunan toplam 150 haneden oluşan bir örnekleme dayanan bir araştırma ile gerçekleştirilmiştir. Söz konusu örneklem çalışması kapsamında hanelerin, yeşil ürün ve hizmetlerden ne ölçüde faydalandıkları, tercih düzeylerine göre ele alınmıştır. Çalışma Kapsamında tüketiciler, tercih düzeylerine gore, “Yeşil Tüketiciler -(Tercih Edenler)”, “Arada Kalan Tüketiciler -(Kararsızlar)” ve “Yeşil Tüketici Olmayanlar -(Tercih Etmeyenler)” olmak üzere 3 farklı grupta tanımlanarak ifade edilmiştir. Bu bağlamda, tüketici tercih gruplarına göre, yeşil ürün ve hizmet tercihlerine etki eden unsurların detaylıca analiz edilmesi için, örnekleme çalışmasından elde sonuçlar “Diskriminant Analizi” 'ne tabi tutulmuştur. Bu analize ait inceleme ve değerlendirmeler sonucunda, yeşil ürün-hizmet tercih düzeylerine göre oluşan gruplar bazında, İstanbul'daki hanelerin /tüketicilerin yeşil ürün-hizmet tercihleri üzerinde sosyo-ekonomik, sosyo-kültürel ve demografik unsurların ötesindeki unsurların daha önemli ve anlamlı etkinliğinin olduğu gözlenmiştir. Yapılan analizler sonucunda, hane bazında tüketicilerin bu unsurların aksine, özellikle kendilerini ve yakın çevrelerini ne kadar çevreci gördükleri ve algıladıkları gibi algısal unsurlar ve paradigmaların, etkin olduğu tespit edilmiştir. Anahtar Kelimeler: Yeşil tüketici, diskriminant analizi, çevre istatistikleri,çevre araştırmaları için örnekleme teknikleriA STUDY ON EXAMINING THE INDICATORS MAY INFLUENCE THE HOUSEHOLDS' PREFERENCES OF THE GREEN PRODUCTS & SERVICES Abstract Individuals perception of today on environmental problems and comparative measurement of attitudes and behaviors based on this stand out increasingly. In fact, individuals attitudes on products and services with the identity of consumer, is a situation that has to be examined in the dimension that is a reflection of the environment perceptions on consumption and consumer behaviors. With the most common approach, the produced and presented products and services taking into account to protect and to grow the natural environment, are called green products and services. In this respect, consumers gives the decision of purchasing related products and services (green products and services), examination of the trend and the level of choice together on these type of products and services is very crucial. In this study, preference (pereference level) of green product and services belonging to households and elements important on them is analyzed. In this regard, moving with the information obtained through the analysis it is intended to contribute creation and application of accurate and effective socio-economic policies concerning to environment problem basis on households and green product-service management.The current study is carried out with the research conducted on a sample of households which contains the total of 150 households. Within the scope of the sample of households, in which level that they benefit the green product and services, is dealt according to their preference level. Consumers, according to their preference level, are referred as “Green Consumers – (Preferred)”, “In Between Consumers-(not decided)” and “Non Green Consumer-(Not Preferred)” in 3 different groups. According to consumer preference groups, in order to analyze exhaustive the factors that affect the preference of green product and service, the results that obtained through sampling study are subjected to “Discriminant Analysis”. As a result of reviews and evaluations belonging to this analysis, based on groups created according to green product and service preference level, the facts that are beyond of socio-economic, socio-cultural and demographic factors are identified as more important, effective and significant onto green product and service preference of households/consumers in İstanbul. As a result of the analysis conducted, consumers based on households, contrary to these elements, it has been found that elements and paradigms, such that how much they see and perceive as environmentalist particularly themselves and close environments, are effective. Key Words: Green Consumer, Discriminant Analysis, Environmental Statistics, Sampling Techniques for Environmental Studies

Individuals perception of today on environmental problems and comparative measurement of attitudes and behaviors based on this stand out increasingly. In fact, individuals attitudes on products and services with the identity of consumer, is a situation that has to be examined in the dimension that is a reflection of the environment perceptions on consumption and consumer behaviors. With the most common approach, the produced and presented products and services taking into account to protect and to grow the natural environment, are called green products and services. In this respect, consumers gives the decision of purchasing related products and services (green products and services), examination of the trend and the level of choice together on these type of products and services is very crucial. In this study, preference (pereference level) of green product and services belonging to households and elements important on them is analyzed. In this regard, moving with the information obtained through the analysis it is intended to contribute creation and application of accurate and effective socio-economic policies concerning to environment problem basis on households and green product-service management.The current study is carried out with the research conducted on a sample of households which contains the total of 150 households. Within the scope of the sample of households, in which level that they benefit the green product and services, is dealt according to their preference level. Consumers, according to their preference level, are referred as “Green Consumers – (Preferred)”, “In Between Consumers-(not decided)” and “Non Green Consumer-(Not Preferred)” in 3 different groups. According to consumer preference groups, in order to analyze exhaustive the factors that affect the preference of green product and service, the results that obtained through sampling study are subjected to “Discriminant Analysis”. As a result of reviews and evaluations belonging to this analysis, based on groups created according to green product and service preference level, the facts that are beyond of socio-economic, socio-cultural and demographic factors are identified as more important, effective and significant onto green product and service preference of households/consumers in İstanbul. As a result of the analysis conducted, consumers based on households, contrary to these elements, it has been found that elements and paradigms, such that how much they see and perceive as environmentalist particularly themselves and close environments, are effective.