IDEAS home Printed from https://ideas.repec.org/a/ist/ibsibr/v49y2020i1p86-116.html
   My bibliography  Save this article

Sürdürülebilir Moda Perakendeciliği: Tüketici Algıları Üzerine Bir Araştırma

Author

Listed:
  • Şirin Gizem KÖSE

    (Yıldız Teknik Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, İstanbul, Türkiye)

  • Kenan AYDIN

    (Yıldız Teknik Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, İstanbul, Türkiye.)

Abstract

Moda perakendecileri arasındaki rekabet, sürekli ürün yenileme ve fiyatı en düşük seviyede tutma zorunluluğunu birlikte getirmektedir. Ancak bu anlayışın sonucu olan hızlı modanın, zehirli kimyasal kullanımına, su kirliliğine ve tekstil atıklarına sebep olmasından dolayı eleştirilmesi, moda sektöründe sürdürülebilirlik faaliyetlerinin önemini artırmaktadır. Bu çalışmada, sürdürülebilir modaya yönelik tüketici görüşleri nitel araştırma yöntemi ile incelenmiştir. Yapılan araştırmada, tüketicilerin sürdürülebilirlik ve modada sürdürülebilirlik hakkındaki algıları ve bilgi düzeyleri araştırılmış, giysi satın alma ve elden çıkarma davranışlarının nasıl şekillendirdikleri incelenmiş, tüketicilerin moda sektöründe sürdürülebilirlik faaliyetlerinde bulunan moda perakendecilerine dair değerlendirmeleri ve satın alma niyetleri sorgulanmıştır. 31 kişi ile derinlemesine görüşme yöntemi ile toplanan veriler, temalar haline getirilmiş ve katılımcıların sürdürülebilirlik algısı, sürdürülebilir moda faaliyetlerinin perakendeci imajı üzerindeki etkileri ile giysi satın alma ve elden çıkarmada sürdürülebilirlik etkisine dair modeller oluşturulmuştur. Araştırma sonuçlarına göre, tüketiciler moda sektörünün olumsuz etkilerinin farkındadır. Tüketiciler, hızlı moda anlayışının getirdiği olumsuz etkileri azaltma konusunda perakendecilerle birlikte kendilerine düşen sorumluluğun da bilincindedir. Bununla birlikte tüketicilerde moda sektöründe sürdürülebilirlik faaliyetlerinin kapsamı ve bu faaliyetleri yapan şirketlerle ilgili bilgi eksikliği bulunmaktadır. Tüketiciler, sürdürülebilir moda perakendeciliği ile ilgili olumlu görüşlere sahiptir ve sürdürülebilirlik uygulamalarının moda perakendecilerinin imajını desteklediği görüşündedir. Bu olumlu görüşlerin satın almaya dönüşebilmesi için, iletişim faaliyetleri, kaliteden ödün verilmemesi, tasarım ve fiyatın uygun olması önem taşımaktadır.

Suggested Citation

  • Şirin Gizem KÖSE & Kenan AYDIN, 2020. "Sürdürülebilir Moda Perakendeciliği: Tüketici Algıları Üzerine Bir Araştırma," Istanbul Business Research, Istanbul University Business School, vol. 49(1), pages 86-116, May.
    • Handle: RePEc:ist:ibsibr:v:49:y:2020:i:1:p:86-116
    DOI: 10.26650/ibr.2020.49.0099
    as

    Download full text from publisher

    File URL: https://dergipark.org.tr/tr/download/article-file/1245686
    Download Restriction: no
    File URL: https://dergipark.org.tr/tr/pub/ibr/issue/52712/720080
    Download Restriction: no
    File URL: https://libkey.io/10.26650/ibr.2020.49.0099?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Shuai Yang & Yiping Song & Siliang Tong, 2017. "Sustainable Retailing in the Fashion Industry: A Systematic Literature Review," Sustainability, MDPI, vol. 9(7), pages 1-19, July.
    2. Xiaoyong Wei & Sojin Jung, 2017. "Understanding Chinese Consumers’ Intention to Purchase Sustainable Fashion Products: The Moderating Role of Face-Saving Orientation," Sustainability, MDPI, vol. 9(9), pages 1-15, September.
    3. Magnus Boström & Michele Micheletti, 2016. "Introducing the Sustainability Challenge of Textiles and Clothing," Journal of Consumer Policy, Springer, vol. 39(4), pages 367-375, December.
    4. Pookulangara, Sanjukta & Shephard, Arlesa, 2013. "Slow fashion movement: Understanding consumer perceptions—An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 200-206.
    5. Kim, Jaehoon & Kim, Sangsin, 2015. "2012년 국회법 개정의 효과 연구 [A Study on the Effect of the 2012 National Assembly Act Amendment]," KDI Research Monographs, Korea Development Institute (KDI), volume 127, number v:2015-03(k):y:2015:p:1-1.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fung, Yi-Ning & Chan, Hau-Ling & Choi, Tsan-Ming & Liu, Rong, 2021. "Sustainable product development processes in fashion: Supply chains structures and classifications," International Journal of Production Economics, Elsevier, vol. 231(C).
    2. Tuğba Şener & Ferdi Bişkin & Nurgül Kılınç, 2019. "Sustainable dressing: Consumers' value perceptions towards slow fashion," Business Strategy and the Environment, Wiley Blackwell, vol. 28(8), pages 1548-1557, December.
    3. Paula Ziyeh & Marco Cinelli, 2023. "A Framework to Navigate Eco-Labels in the Textile and Clothing Industry," Sustainability, MDPI, vol. 15(19), pages 1-29, September.
    4. Shashi & Piera Centobelli & Roberto Cerchione & Amit Mittal, 2021. "Managing sustainability in luxury industry to pursue circular economy strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 30(1), pages 432-462, January.
    5. Johnstone, Leanne & Lindh, Cecilia, 2022. "Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europe's millennials," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Kuo-Kuang Fan & Yi-Ting Chang, 2023. "Exploring the Key Elements of Sustainable Design from a Social Responsibility Perspective: A Case Study of Fast Fashion Consumers’ Evaluation of Green Projects," Sustainability, MDPI, vol. 15(2), pages 1-20, January.
    7. Bin Shen & Qingying Li & Ciwei Dong & Patsy Perry, 2017. "Sustainability Issues in Textile and Apparel Supply Chains," Sustainability, MDPI, vol. 9(9), pages 1-6, September.
    8. Bomi Nomlala, 2021. "Financial Socialisation of Accounting Students in South Africa," International Journal of Finance & Banking Studies, Center for the Strategic Studies in Business and Finance, vol. 10(2), pages 01-15, April.
    9. Jonathan Knuckey & Myunghee Kim, 2020. "The Politics of White Racial Identity and Vote Choice in the 2018 Midterm Elections," Social Science Quarterly, Southwestern Social Science Association, vol. 101(4), pages 1584-1599, July.
    10. Min Kwan Baek & Young Saing Kim & Eun Young Kim & Ae Jin Kim & Won-Jun Choi, 2016. "Health-Related Quality of Life in Korean Adults with Hearing Impairment: The Korea National Health and Nutrition Examination Survey 2010 to 2012," PLOS ONE, Public Library of Science, vol. 11(10), pages 1-10, October.
    11. Nicole A. Cunningham, 2015. "Photothermal Therapy as an Alternative Treatment for the Clinical Management of Cancer," International Journal of Sciences, Office ijSciences, vol. 4(11), pages 30-32, November.
    12. Niki Koutrou & Athanasios (Sakis) Pappous & Anna Johnson, 2016. "Post-Event Volunteering Legacy: Did the London 2012 Games Induce a Sustainable Volunteer Engagement?," Sustainability, MDPI, vol. 8(12), pages 1-12, November.
    13. Raghda Abulsaoud Ahmed Younis, 2021. "Cognitive Diversity and Creativity: The Moderating Effect of Collaborative Climate," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(1), pages 159-159, July.
    14. Walid EL-Ansari & Christiane Stock, 2016. "Gender Differences in Self-Rated Health among University Students in England, Wales and Northern Ireland: Do Confounding Variables Matter?," Global Journal of Health Science, Canadian Center of Science and Education, vol. 8(11), pages 168-168, November.
    15. Obi K. Echendu & Imyhamy M. Dharmadasa, 2015. "Graded-Bandgap Solar Cells Using All-Electrodeposited ZnS, CdS and CdTe Thin-Films," Energies, MDPI, vol. 8(5), pages 1-20, May.
    16. Martin Gassebner & Jerg Gutmann & Stefan Voigt, 2016. "When to expect a coup d’état? An extreme bounds analysis of coup determinants," Public Choice, Springer, vol. 169(3), pages 293-313, December.
    17. Alessandro Pollini & Alessandro Caforio, 2021. "Participation and Iterative Experiments: Designing Alternative Futures with Migrants and Service Providers," Social Sciences, MDPI, vol. 10(10), pages 1-13, September.
    18. Yen Sheng Tsai & Wei-Hsi Hung, 2023. "A low-cost intelligent tracking system for clothing manufacturers," Journal of Intelligent Manufacturing, Springer, vol. 34(2), pages 473-491, February.
    19. Adam Zaremba & Jacob Koby Shemer, 2018. "Price-Based Investment Strategies," Springer Books, Springer, number 978-3-319-91530-2, September.
    20. Cai, Ya-Jun & Chen, Yue & Siqin, Tana & Choi, Tsan-Ming & Chung, Sai-Ho, 2019. "Pay upfront or pay later? Fixed royal payment in sustainable fashion brand franchising," International Journal of Production Economics, Elsevier, vol. 214(C), pages 95-105.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ist:ibsibr:v:49:y:2020:i:1:p:86-116. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ertugrul YASAR (email available below). General contact details of provider: https://edirc.repec.org/data/isisttr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.