SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ
Yıl: 2015 Cilt: 33 Sayı: 3 Sayfa Aralığı: 47 - 74 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022
SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ
Öz: Tüketici istek ve ihtiyaçlarının hızladeğişmesi veküreselleşme ile beraberişletmeler arasındaki rekabet büyükönem kazanmıştır. Günümüzdeişletmeler, rekabet edebilmek için sosyalolarak sorumlu birer işletme olduklarınıvurgulamaktadırlar.Bukapsamdaişletmenin sosyal sorumluluğu, sosyal meselelerever diği önem ve bunların çözümü için verdiğidestek gibi konular, birer rekabet aracı olarakkullanılmaktadır. Nitekim söz konusu kavramlarınöneminianlayanbirtüketici,satınalmadavranışlarınısosyalaçıdandadeğerlendirebilecektir. Bu çalışmada tüketi cilerin sosyal pazarlamaprojelerine yönelik tutumlarının, sosyal sorumluluktaşıyan toplum, çevre ve istihdam konuları ileilgili - satın alma davranışı ve satın alma niyetiüzerindeki etkisi test edilmektedir. Çalışmadatutumun, sosyal sorumluluk taşıyan satın almadavranışına yansıması ile ilgili yapısal bir modelsunulmaktadır. Araştırma hipotezlerinin testi içinnedensellik analizi olarak adlandırılan ve çokdeğişkenli bir analiz metodu olan Yapısal EşitlikModeli kullanılmıştır. Çalışmanın sonucu sosy alpazarlama projelerine yönelik tüketici tutumunun,sosyal sorumluluk taşıyan satın alma davranışı vegenel olarak satın alma niyeti üzerinde önemliderecedeetkiliolduğunugöstermektedir.Tüketicilerin sosyal pazarlama projelerine yönelikolumlu tutumla rı, özellikle toplumsal konular ileilgili satın alımlara öncülük etmektedir.
Anahtar Kelime: EFFECTS OF ATTITUDES TOWARDS SOCIAL RESPONSIBILITY PROJECTS ON PURCHASING BEHAVIOR AND PURCHASE INTENTION
Öz: As a result of globalizationand rapid changes in consumer needs,competition among companies havegained great importance. Thus, issuessuchassocialresponsibilityofcompanies, their attitudes towards social issuesand their enforcement for the solutio n of theseissues can be used as a competitive factor. Infact, consumers, understanding the importance oftheseconcepts,willlikelytoassesstheirpurchasing behavior in social perspective.Thisstudyrevealstheeffectofconsumersattitudes toward s social marketingactivitiesonpurchaseintentionandsociallyresponsiblepurchasingbehaviorrelatedwithsociety,employmentandenvironment.Thestructural model presented in the study indicatesthe effects of attitude on socially responsiblepurchas ing behavior and purchase intention. Totestthehypothesis,acausalityandamultivariable analysis method, called as StructuralEquation Model, is used. The results of the studyindicate that consumersattitudes towardscompaniessocially responsible projectshavesignificantlyimportanteffectsonsociallyresponsible purchasing behavior and purchaseintention.Positiveattitudestowardssociallyresponsible projects are found to be the strongestantecedents of purchases on community issues.
Anahtar Kelime: Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | Külter Demirgüneş B (2015). SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. , 47 - 74. |
| Chicago | Külter Demirgüneş Banu SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. (2015): 47 - 74. |
| MLA | Külter Demirgüneş Banu SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. , 2015, ss.47 - 74. |
| AMA | Külter Demirgüneş B SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. . 2015; 47 - 74. |
| Vancouver | Külter Demirgüneş B SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. . 2015; 47 - 74. |
| IEEE | Külter Demirgüneş B "SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ." , ss.47 - 74, 2015. |
| ISNAD | Külter Demirgüneş, Banu. "SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ". (2015), 47-74. |
| APA | Külter Demirgüneş B (2015). SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 33(3), 47 - 74. |
| Chicago | Külter Demirgüneş Banu SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 33, no.3 (2015): 47 - 74. |
| MLA | Külter Demirgüneş Banu SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol.33, no.3, 2015, ss.47 - 74. |
| AMA | Külter Demirgüneş B SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2015; 33(3): 47 - 74. |
| Vancouver | Külter Demirgüneş B SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2015; 33(3): 47 - 74. |
| IEEE | Külter Demirgüneş B "SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ." Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 33, ss.47 - 74, 2015. |
| ISNAD | Külter Demirgüneş, Banu. "SOSYAL SORUMLULUK PROJELERİNE YÖNELİK TUTUMUN, SATIN ALMA DAVRANIŞI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ". Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 33/3 (2015), 47-74. |
