Research Article
BibTex RIS Cite

Doğudan Batıya Sürdürülebilir Tüketici Davranışı Açısından Türkiye ve Avrupa'nın Karşılaştırılması

Year 2025, Volume: 10 Issue: 1, 137 - 154

Ümmühan Akbay

Abstract

Sürdürülebilir tüketim, bireylerin benimsedikleri tüketim alışkanlıklarının daha sürdürülebilir alternatifler yönünde kullanılmasıdır. Günümüzde sürdürülebilir, çevre dostu ürünler genellikle geleneksel ürünlere kıyasla ya daha pahalı ya erişimi zor ya da daha az konforludur. Bu nedenle sürdürülebilir tüketim çoğu zaman benzer ürüne daha fazla ücret ödemeyi ya da konfordan feragat etmeyi gerektirir. Bu çalışmada, ISSP 2010 Environment III veri setini kullanarak Türkiye ve anket çalışmasına katılmış 22 Avrupa ülkesini sürdürülebilir tüketici davranışı açısından karşılaştırılmaktadır. Çalışmada sürdürülebilir tüketim davranışı, çevreyi korumak için daha fazla ücret ödemeye, daha fazla vergi vermeye ve yaşam standartlarından feragat etmeye yönelik istekliliği ölçen 3 soru ile ölçeklendirilmiştir. Bu sorulara verilen yanıtlar hem ülkeler hem kadın ve erkek katılımcılar bazında parametrik olmayan hipotez testleri ile karşılaştırılmış; yaş, eğitim ve kişisel gelirin sürdürülebilir tüketim üzerindeki etkileri korelasyon anlamlılığı ile analiz edilmiştir. Analizlerde elde edilen bulgulara göre kişi başı gayri safi yurt içi hasıla bakımından yüksek gelirli ülkelerin vatandaşlarının sürdürülebilir tüketim konusunda daha fazla isteklilik gösterdiği görülmektedir. Eğitim seviyesi arttıkça bütün ülkelerdeki sürdürülebilir tüketim istekliliği anlamlı olarak artış göstermektedir. Kişisel aylık gelir seviyesi de ülkelerin çoğunluğunda sürdürülebilir tüketim istekliliğini desteklemektedir. Bütün sonuçlar bir araya getirildiğinde görülmektedir ki Türkiye, sürdürülebilir tüketim davranışına yönelik isteklilik bakımından Avrupa ortalamasına yakın olsa da ortalama altındadır.

Keywords

Sürdürülebilirlik Sürdürülebilir tüketici davranışı Kültürel farklılıklar

References

  • Alzubaidi, H., Slade, E. L., & Dwivedi, Y. K. (2021). Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness. Journal of Business Research, 122, 685-699.
  • Anderson, J. E. (2017). Trust in government and willingness to pay taxes in transition countries. Comparative Economic Studies, 59, 1-22.
  • Bakr, Y., Al-Bloushi, H. & Mostafa, M. (2023) Consumer Intention to Buy Plant-Based Meat Alternatives: A Cross-Cultural Analysis. Journal of International Consumer Marketing, 35:4, 420-435. doi: 10.1080/08961530.2022.2122103
  • Bulut, Z. A., Kökalan Çımrin, F., & Doğan, O. (2017). Gender, generation and sustainable consumption: Exploring the behaviour of consumers from Izmir, Turkey. International journal of consumer studies, 41(6), 597-604.
  • Caniëls, M. C., Lambrechts, W., Platje, J., Motylska-Kuźma, A., & Fortuński, B. (2021). 50 shades of green: insights into personal values and worldviews as drivers of green purchasing intention, behaviour, and experience. Sustainability, 13(8), 4140.
  • Chekima, B., Wafa, S. A. W. S. K., Igau, O. A., Chekima, S., & Sondoh Jr, S. L. (2016). Examining green consumerism motivational drivers: does premium price and demographics matter to green purchasing?. Journal of cleaner production, 112, 3436-3450.
  • Ejelöv, E., Bergquist, M., Hansla, A., & Nilsson, A. (2022). Why are they eco-friendly? Attributing eco-friendly descriptive norms to intrinsic motivation increases pro-environmental purchase intention. Plos one, 17(10), e0265839.
  • Frederiks, E. R., Stenner, K., & Hobman, E. V. (2015). The socio-demographic and psychological predictors of residential energy consumption: A comprehensive review. Energies, 8(1), 573-609.
  • Geels, F. W. (2011). The multi-level perspective on sustainability transitions: Responses to seven criticisms. Environmental innovation and societal transitions, 1(1), 24-40.
  • Grin, J. (2010). Transitions to sustainable development: New directions in the study of long term transformative change. Routledge.
  • García-Salirrosas, E. E., Niño-de-Guzmán, J. C., Gómez-Bayona, L., & Escobar-Farfán, M. (2023). Environmentally Responsible Purchase Intention in Pacific Alliance Countries: Geographic and Gender Evidence in the Context of the COVID-19 Pandemic. Behavioral Sciences, 13(3), 221.
  • Hammar, H., & Jagers, S. C. (2006). Can trust in politicians explain individuals’ support for climate policy? The case of CO2 tax. Climate Policy, 5(6), 613–625
  • Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: A review of theories, concepts, and latest research. Sustainable Consumer Behaviour and the Environment, 1-22.
  • Ishaq, M. I., Sarwar, H., & Ahmed, R. (2021). “A healthy outside starts from the inside”: A matter of sustainable consumption behavior in Italy and Pakistan. Business Ethics, the Environment & Responsibility, 30, 61-86.
  • ISSP Research Group (2019). International Social Survey Programme: Environment III - ISSP 2010. GESIS Data Archive, Cologne. ZA5500 Data file Version 3.0.0, https://doi.org/10.4232/1.13271.
  • Kahle, L. R., Minton, E. A., & Kim, C. H. (2016). Religious values as a predictor of sustainable consumption behaviors: A cross-cultural comparison. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference, (pp. 273-278). Springer International Publishing.
  • Liobikienė, G., Mandravickaitė, J., & Bernatonienė, J. (2016). Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study. Ecological Economics, 125, 38-46.
  • Mansoor, M., Awan, T. M., & Paracha, O. S. (2022). Sustainable buying behaviour: An interplay of consumers’ engagement in sustainable consumption and social norms. International Social Science Journal, 72(246), 1053-1070.
  • Minton, E. A., Kahle, L. R., & Kim, C. H. (2015). Religion and motives for sustainable behaviors: A cross-cultural comparison and contrast. Journal of Business Research, 68(9), 1937-1944.
  • Minton, E. A., Jeffrey Xie, H., Gurel‐Atay, E., & Kahle, L. R. (2018). Greening up because of god: The relations among religion, sustainable consumption and subjective well‐being. International Journal of Consumer Studies, 42(6), 655-663.
  • Roseira, C., Teixeira, S., Barbosa, B., & Macedo, R. (2022). How collectivism affects organic food purchase intention and behavior: A study with Norwegian and Portuguese young consumers. Sustainability, 14(12), 7361.
  • Sardianou, E., & Genoudi, P. (2013). Which factors affect the willingness of consumers to adopt renewable energies?. Renewable energy, 57, 1-4.
  • Sivarajah, R. (2024). Exploring the impact of psychological and social factors on green consumer behaviour: a comprehensive review of green marketing tactics. SN Business & Economics, 4(12), 157.
  • Sudbury Riley, L., Kohlbacher, F., & Hofmeister, A. (2012). A cross-cultural analysis of pro-environmental consumer behaviour among seniors. Journal of Marketing Management, 28(3-4), 290-312.
  • Panzone, L., Hilton, D., Sale, L., & Cohen, D. (2016). Socio-demographics, implicit attitudes, explicit attitudes, and sustainable consumption in supermarket shopping. Journal of Economic Psychology, 55, 77-95.
  • Piligrimienė, Ž., Žukauskaitė, A., Korzilius, H., Banytė, J., & Dovalienė, A. (2020). Internal and external determinants of consumer engagement in sustainable consumption. Sustainability, 12(4), 1349.
  • Unger-Plasek, B., Temesi, Á., & Lakner, Z. (2024). Towards Understanding the Motivators of Sustainable Consumer Behavior—Validation of the Food Eco-Guilt Scale. Nutrients, 16(21), 3695.
  • Ur Rahman, S., & Luomala, H. (2021). Demystifying Horizontal/Vertical Cultural Difference in Green Consumption: A Cross-Cultural Comparative Study. Journal of International Consumer Marketing, 33(5), 543–558.
  • Vecchio, R., & Annunziata, A. (2015). Willingness-to-pay for sustainability-labelled chocolate: an experimental auction approach. Journal of Cleaner Production, 86, 335-342.
  • Vergura, D. T., Zerbini, C., Luceri, B., & Palladino, R. (2023). Investigating sustainable consumption behaviors: a bibliometric analysis. British Food Journal, 125(13), 253-276.
  • Wang, Y., & Hao, F. (2018). Does Internet penetration encourage sustainable consumption? A cross-national analysis. Sustainable Production and Consumption, 16, 237-248.
  • Wang, Y. (2017). Promoting Sustainable Consumption Behaviors: The Impacts of Environmental Attitudes and Governance in a Cross-National Context. Environment and Behavior, 49(10),1128–55. doi:10.1177/0013916516680264
  • Wardhana, D. Y. (2022). Environmental Awareness, Sustainable Consumption and Green Behavior Amongst University Students. Review of Integrative Business and Economics Research, 11, 242-252.
  • Witek, L., & Kuźniar, W. (2020). Green purchase behavior: The effectiveness of sociodemographic variables for explaining green purchases in emerging market. Sustainability, 13(1), 209.

From East to West: Contrasting Türkiye and Europe in Terms of Sustainable Consumer Behavior

Year 2025, Volume: 10 Issue: 1, 137 - 154

Ümmühan Akbay

Abstract

Sustainable consumption involves the redirection of individual consumption habits towards more sustainable alternatives. Presently, sustainable and environmentally friendly products are often either more expensive, less accessible, or less comfortable compared to traditional products. Consequently, sustainable consumption frequently necessitates paying higher prices for comparable products or sacrificing convenience. This study compares Türkiye and 22 European countries that participated in the ISSP 2010 Environment III dataset in terms of sustainable consumption behavior. Here we measure sustainable consumption behavior using three questions that measure the willingness to pay more, pay additional taxes, and sacrifice living standards to protect the environment. The responses to these questions are compared across countries and between male and female participants. Additionally, the study analyzes the effects of age, education, and personal income on sustainable consumption. It is observed that citizens in higher-income countries, based on GDP per capita, demonstrate more willingness toward sustainable consumption. Across all countries, there is a significant increase in the willingness for sustainable consumption as the level of education rises. Personal monthly income levels also support the willingness for sustainable consumption in most countries. According to the analysis, among the European countries Türkiye’s sustainable consumption willingness is close to the median but less than the median.

Keywords

Sustainability Sustainable Consumer Behavior Cultural Differences

Ethical Statement

İkincil veri kullanıldığı için etik kurul izni gerekmemektedir.

References

  • Alzubaidi, H., Slade, E. L., & Dwivedi, Y. K. (2021). Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness. Journal of Business Research, 122, 685-699.
  • Anderson, J. E. (2017). Trust in government and willingness to pay taxes in transition countries. Comparative Economic Studies, 59, 1-22.
  • Bakr, Y., Al-Bloushi, H. & Mostafa, M. (2023) Consumer Intention to Buy Plant-Based Meat Alternatives: A Cross-Cultural Analysis. Journal of International Consumer Marketing, 35:4, 420-435. doi: 10.1080/08961530.2022.2122103
  • Bulut, Z. A., Kökalan Çımrin, F., & Doğan, O. (2017). Gender, generation and sustainable consumption: Exploring the behaviour of consumers from Izmir, Turkey. International journal of consumer studies, 41(6), 597-604.
  • Caniëls, M. C., Lambrechts, W., Platje, J., Motylska-Kuźma, A., & Fortuński, B. (2021). 50 shades of green: insights into personal values and worldviews as drivers of green purchasing intention, behaviour, and experience. Sustainability, 13(8), 4140.
  • Chekima, B., Wafa, S. A. W. S. K., Igau, O. A., Chekima, S., & Sondoh Jr, S. L. (2016). Examining green consumerism motivational drivers: does premium price and demographics matter to green purchasing?. Journal of cleaner production, 112, 3436-3450.
  • Ejelöv, E., Bergquist, M., Hansla, A., & Nilsson, A. (2022). Why are they eco-friendly? Attributing eco-friendly descriptive norms to intrinsic motivation increases pro-environmental purchase intention. Plos one, 17(10), e0265839.
  • Frederiks, E. R., Stenner, K., & Hobman, E. V. (2015). The socio-demographic and psychological predictors of residential energy consumption: A comprehensive review. Energies, 8(1), 573-609.
  • Geels, F. W. (2011). The multi-level perspective on sustainability transitions: Responses to seven criticisms. Environmental innovation and societal transitions, 1(1), 24-40.
  • Grin, J. (2010). Transitions to sustainable development: New directions in the study of long term transformative change. Routledge.
  • García-Salirrosas, E. E., Niño-de-Guzmán, J. C., Gómez-Bayona, L., & Escobar-Farfán, M. (2023). Environmentally Responsible Purchase Intention in Pacific Alliance Countries: Geographic and Gender Evidence in the Context of the COVID-19 Pandemic. Behavioral Sciences, 13(3), 221.
  • Hammar, H., & Jagers, S. C. (2006). Can trust in politicians explain individuals’ support for climate policy? The case of CO2 tax. Climate Policy, 5(6), 613–625
  • Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: A review of theories, concepts, and latest research. Sustainable Consumer Behaviour and the Environment, 1-22.
  • Ishaq, M. I., Sarwar, H., & Ahmed, R. (2021). “A healthy outside starts from the inside”: A matter of sustainable consumption behavior in Italy and Pakistan. Business Ethics, the Environment & Responsibility, 30, 61-86.
  • ISSP Research Group (2019). International Social Survey Programme: Environment III - ISSP 2010. GESIS Data Archive, Cologne. ZA5500 Data file Version 3.0.0, https://doi.org/10.4232/1.13271.
  • Kahle, L. R., Minton, E. A., & Kim, C. H. (2016). Religious values as a predictor of sustainable consumption behaviors: A cross-cultural comparison. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference, (pp. 273-278). Springer International Publishing.
  • Liobikienė, G., Mandravickaitė, J., & Bernatonienė, J. (2016). Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study. Ecological Economics, 125, 38-46.
  • Mansoor, M., Awan, T. M., & Paracha, O. S. (2022). Sustainable buying behaviour: An interplay of consumers’ engagement in sustainable consumption and social norms. International Social Science Journal, 72(246), 1053-1070.
  • Minton, E. A., Kahle, L. R., & Kim, C. H. (2015). Religion and motives for sustainable behaviors: A cross-cultural comparison and contrast. Journal of Business Research, 68(9), 1937-1944.
  • Minton, E. A., Jeffrey Xie, H., Gurel‐Atay, E., & Kahle, L. R. (2018). Greening up because of god: The relations among religion, sustainable consumption and subjective well‐being. International Journal of Consumer Studies, 42(6), 655-663.
  • Roseira, C., Teixeira, S., Barbosa, B., & Macedo, R. (2022). How collectivism affects organic food purchase intention and behavior: A study with Norwegian and Portuguese young consumers. Sustainability, 14(12), 7361.
  • Sardianou, E., & Genoudi, P. (2013). Which factors affect the willingness of consumers to adopt renewable energies?. Renewable energy, 57, 1-4.
  • Sivarajah, R. (2024). Exploring the impact of psychological and social factors on green consumer behaviour: a comprehensive review of green marketing tactics. SN Business & Economics, 4(12), 157.
  • Sudbury Riley, L., Kohlbacher, F., & Hofmeister, A. (2012). A cross-cultural analysis of pro-environmental consumer behaviour among seniors. Journal of Marketing Management, 28(3-4), 290-312.
  • Panzone, L., Hilton, D., Sale, L., & Cohen, D. (2016). Socio-demographics, implicit attitudes, explicit attitudes, and sustainable consumption in supermarket shopping. Journal of Economic Psychology, 55, 77-95.
  • Piligrimienė, Ž., Žukauskaitė, A., Korzilius, H., Banytė, J., & Dovalienė, A. (2020). Internal and external determinants of consumer engagement in sustainable consumption. Sustainability, 12(4), 1349.
  • Unger-Plasek, B., Temesi, Á., & Lakner, Z. (2024). Towards Understanding the Motivators of Sustainable Consumer Behavior—Validation of the Food Eco-Guilt Scale. Nutrients, 16(21), 3695.
  • Ur Rahman, S., & Luomala, H. (2021). Demystifying Horizontal/Vertical Cultural Difference in Green Consumption: A Cross-Cultural Comparative Study. Journal of International Consumer Marketing, 33(5), 543–558.
  • Vecchio, R., & Annunziata, A. (2015). Willingness-to-pay for sustainability-labelled chocolate: an experimental auction approach. Journal of Cleaner Production, 86, 335-342.
  • Vergura, D. T., Zerbini, C., Luceri, B., & Palladino, R. (2023). Investigating sustainable consumption behaviors: a bibliometric analysis. British Food Journal, 125(13), 253-276.
  • Wang, Y., & Hao, F. (2018). Does Internet penetration encourage sustainable consumption? A cross-national analysis. Sustainable Production and Consumption, 16, 237-248.
  • Wang, Y. (2017). Promoting Sustainable Consumption Behaviors: The Impacts of Environmental Attitudes and Governance in a Cross-National Context. Environment and Behavior, 49(10),1128–55. doi:10.1177/0013916516680264
  • Wardhana, D. Y. (2022). Environmental Awareness, Sustainable Consumption and Green Behavior Amongst University Students. Review of Integrative Business and Economics Research, 11, 242-252.
  • Witek, L., & Kuźniar, W. (2020). Green purchase behavior: The effectiveness of sociodemographic variables for explaining green purchases in emerging market. Sustainability, 13(1), 209.
There are 34 citations in total.

Details

Primary Language English
Subjects Sustainable Development
Journal Section Research Article
Authors

Ümmühan Akbay 0000-0002-8679-4117

Early Pub Date May 27, 2025
Publication Date
Submission Date August 12, 2024
Acceptance Date March 2, 2025
Published in Issue Year 2025 Volume: 10 Issue: 1

Cite

APA Akbay, Ü. (2025). From East to West: Contrasting Türkiye and Europe in Terms of Sustainable Consumer Behavior. JOEEP: Journal of Emerging Economies and Policy, 10(1), 137-154.
 Download Cover Image

JOEEP is published as two issues per year June and December and all publication policies and processes are conducted according to the international standards. JOEEP accepts and publishes the research articles in the fields of economics, political economy, fiscal economics, applied economics, business economics, labour economics and econometrics. JOEEP, without depending on any institution or organization, is a non-profit journal that has an International Editorial Board specialist on their fields. All “Publication Process” and “Writing Guidelines” are explained in the related title and it is expected from authors to Show a complete match to the rules. JOEEP is an open Access journal.