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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
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    References listed on IDEAS

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